IDEA — The HP Smart Tank. Made to Be Less Hated.
People hate printers. There’s the set-up hassle. The untimely low ink. The countless cartridges. The WiFi that goes on and off – and on and off.
So instead of ignoring the elephant in the printer room, HP addressed it head on. We positioned the HP Smart Tank as “Made to be less hated”.

CRAFT — Everyday printer struggles turned litanies.
The campaign assets picture people and their wildly different reactions, from anger to tears or apathy when faced with failing printers. The recurrent nature of printer problems is highlighted through the persistent use of litanies in the headlines.The litany principle, with its enumeration and rhythmic repetition, serves to emphasise the relentless cycle of printer struggles, creating a sense of collective frustration.
Each copy-driven campaign asset highlights one pain point, wrapped up with a specific Smart Tank feature that will ease the printer pain - whether it be WiFi-drops, low ink or installation fails.

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