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HP has pulled out all the stops to present its latest office printer. The American manufacturer launched a very special advertising campaign in London, blurring the boundaries between office printing and outdoor advertising. To create a large-format billboard visible from the street, the American manufacturer assembled over 300 A4 sheets printed with its Smart Tank printer.
The operation devised by the Edelman agency, with Grand Visual and Talon for outdoor advertising, shows how a home printer can produce an OOH visual in the format d' about 3 x 6 m. It should show that the small Smart Tank printer is capable of producing hundreds of prints with a regular print.
The campaign also plays on the installation itself. The placement of the A4 sheets captures attention and produces content that can easily be used in video. The panel is no longer just a final support, it becomes a visible process.
This assembly of A4 sheets was also accompanied by the provision of a printer in a small truck which criss-crossed several British towns to produce documents at the request of passers-by.
But it's the A4 panel that gives structure to the campaign. With its unusual character, it functions as a meeting point between two worlds: that of advertising design and that of printing.
