HP turns printer hate into print solutions
You won’t love your printer. But you can hate it less in latest campaign.
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Ever felt printer rage? HP not only heard you but decided to tackle it head-on.
In collaboration with AKQA and Hamlet, HP introduces Made to be less hated, a bold campaign for its print solutions acknowledging the universal disdain for printers.
Fail-proof installation with the HP Smart app, self-healing WiFi, Instant Ink delivery and low-cost highly durable refillable ink tanks. HP's Print Solutions address the most infuriating printer issues. Say goodbye to common frustrations and hello to saved time, money, and, most importantly, your sanity.
Credits
powered by
- Agency AKQA/Copenhagen
- Production Company Hamlet
- Director Daniel Lundh
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Credits
powered by
- Agency AKQA/Copenhagen
- Production Company Hamlet
- Director Daniel Lundh
- Executive Producer/Founding Partner Ruben Goots
- Executive Producer Mathias Kerner
- Post Producer Dominique Ruys
- Executive Creative Director Nicolai Smith
- Senior Copywriter Arendse Oline Rohland
- Senior Art Director Natalie Kocsis
- Producer Robin Paul
- Senior Art Director Bruno Marconi
- Senior Producer Thomas Hoeffner
- DP Sander Vandenbroucke
- Producer Alex Woehlk
- Producer Sean Manion
- Editor Nicklas Amin
- Music/Sound Designer Gregory Caron
- Producer Rikke Gjerulff
- Associate Creative Director Noe Sato
- Colorist Xavier Dockx
- Junior Art Director Gustav Nielsen
- Junior Designer Damon Asadi
- Senior Motion Designer Thor Hedegaard Hansen
- Motion Designer Nicolai Munch Grunds
Credits
powered by
- Agency AKQA/Copenhagen
- Production Company Hamlet
- Director Daniel Lundh
- Executive Producer/Founding Partner Ruben Goots
- Executive Producer Mathias Kerner
- Post Producer Dominique Ruys
- Executive Creative Director Nicolai Smith
- Senior Copywriter Arendse Oline Rohland
- Senior Art Director Natalie Kocsis
- Producer Robin Paul
- Senior Art Director Bruno Marconi
- Senior Producer Thomas Hoeffner
- DP Sander Vandenbroucke
- Producer Alex Woehlk
- Producer Sean Manion
- Editor Nicklas Amin
- Music/Sound Designer Gregory Caron
- Producer Rikke Gjerulff
- Associate Creative Director Noe Sato
- Colorist Xavier Dockx
- Junior Art Director Gustav Nielsen
- Junior Designer Damon Asadi
- Senior Motion Designer Thor Hedegaard Hansen
- Motion Designer Nicolai Munch Grunds
Directed by Daniel Lundh through international production company Hamlet, the Made to be Less Hated campaign captures the raw human emotions triggered by printer troubles, from anger, to laughter, tears or apathy. Relatable yet dramatised situations make for impactful and witty TVCs, posters, social media posts, POS material and web banners, breaking free from the industry's usually mundane communications.
Launched in the Nordics, BeNeLux, Ireland, and the UK, this campaign has invaded homes and resonated with current and potential printer owners across Europe. Facing the elephant in the printer room might have been a bold move, but HP's sincere and humble approach has turned it into the most effective campaign HP has ever made.
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