07.02.10

HP "The Power of Print" ads

Print Ads, Consumer

In 2009 Paris-based CLM BBDO launched an advertising campaign banking on clear communication of one of the primary benefits of their printers: their superior print quality. To continue the campaign, while still aligning with the “The new power of print” strategy, this second campaign emphasizes the relevance of printing as a surprising, striking communication vehicle. The various treatments depict the delivery of a poster tube that turns out to contain a real panda, a real rock star and a real elephant; the print quality of the posters is so high that the recipients of the printouts are under the impression that they’re receiving real-life characters. The campaign, was rolled out in France in the trade press and on subway billboards beginning in April 2010.

Cédric Moutaud, art director; Vincent Pedrocchi, writer; Eric Pierre, creative director; Jean-François Sacco/Gilles Fichteberg, executive creative directors; Joseph Ford, photographer; Sylvie Etchemaïté, art buyer; Brice Garçon, strategic planner; Frank Bauer, Audrey Bedoucha, Kitiza Aguila Conde, account managers; François Martin, HP EMEA IPG/Gavin Skillicorn, HP EMEA IPG, clients.

www.clmbbdo.comwww.hp.com