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HP ‘Instant Ink’ campaign encourages millennials to print

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Featuring its innovative Instant Ink subscription service and compatible Deskjet 3730 all-in-one printer, HP has teamed up with creative agency Brave to develop a series of online content. The videos serve as a tongue-in-cheek yet relatable take on contemporary, everyday problems, solved by printing with HP Instant Ink.

The campaign targets a younger generation who increasingly live online and have less reason to print. The bite-sized, playful films capture attention and re-establish the printer as an irreplaceable tool for any sticky situation. The films bring to life HP’s innovative Instant Ink product: just choose from a range of monthly plans depending on your printing needs, and receive new cartridges whenever your ink is running low. From high quality photos to text, printing has never been this easy.

The campaign centres around quirky characters as they encounter uniquely challenging scenarios, from forgetting their mother’s birthday, to faking some #lifegoals snaps for their dating profile. In each instance, HP’s Instant Ink provides the solution, despite the obstacles set by time, location and memory lapses.

Ash Bendelow, Managing Director at Brave, said: “It was a really exciting challenge that HP put to us: how do you make printing relevant to a generation that lives online? When your photos and documents only exist virtually, what’s going to convince you that physical things matter? So we set about creating situations we’ve all been in, with problems that printing can solve. Sometimes our characters take things a little too far, but it’s all in the name of raising a smile while reminding people that sometimes you can’t beat getting creative and making something real.”

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