The OEM has expressed its desire to be “sexy” and has invested in a new advertising campaign for its Instant Ink service, collaborating with ad agency Herc and artist Akwasi.
“Instant Ink is a convenient service, but not necessarily sexy. The product itself is – literally – very colourful. We picked that out and made it big,” explains Rogier de Bruin and Emilio de Haan, who serve as founders and creative directors of Herc.
The advert developed through this new campaign involves the ‘personification’ of the Instant Ink service being enacted by ‘smooth walkers’, “styled in the colour of the cartridges” as MarketingTribune reports.
Akwasi serves as the spokesperson for the campaign.
Stefan Vermeul, marketing manager printing at HP, explained why the OEM chose Herc: “We wanted an energetic, impactful campaign with a clear message that really differentiates from everything else that you see in a block. Herc has previously shown that they dare to innovate and that is exactly what we want to achieve as HP.”
