There is nothing worse than sending a document to your nearby printer, walking across the room to pick up the copies, and finding it’s out of ink. With that in mind, HP is pitching its HP+ printers and HP Instant Ink subscription, in a campaign via Media.Monks through a collaboration with award-winning Australian artist Mulga.
HP commissioned Mulga to create 20 pieces of original art in his iconic style.
“Mulga was the perfect brand partner for us. His art is both vibrant and playful, and his use of animal characters was the perfect way to have some fun and showcase HP Instant Ink,” said Ruben Ahmed, Director of Marketing, Australia & New Zealand.
Once the art was created, Media.Monks brought the campaign to life by animating Mulga’s art in 2D. There are four spots featuring Sheep-Parrot, Tui Tenor, Hoarderoo and E. Owlen Poe.
“We didn’t want to just ‘create ads.’ Our aim was to make work that was social-first, told a fun story, and would strongly appeal to families with children. And when it came to concepting and executing the work, we didn’t hesitate to engage Media.Monks; their credentials in this space are unparalleled. We couldn’t be happier with the result.”
“In developing a social-first campaign, we wanted an idea that created conversation around printing in a category people don’t often think about,” said Shea Warnes, Head of Social (AUNZ).
“Printing at home comes with its own frustrations, and to position HP+ as the solution, we worked with the brand to depict the no-drama world of printing, imagined beautifully by Mulga.”
“When you look at this category, the work is very transactional, so this is a breath of fresh air. Instant Ink doesn’t stop, and neither does this work,” said Tim Wood, Executive Creative Director (AUNZ) at Media.Monks.
“It’s beautiful, colorful, and constantly demands your attention.”
Talking about the project, Mulga (Joel Moore) added, “I love seeing my art animated, so it was super cool to work with Media.Monks on a series of funky vids for HP. It’s crazy the amount of work that goes into making the vids, but after seeing them it was definitely worth it. Woot!”
HP’s Instant Ink campaign will run for 10 weeks until the end of July in both Australia and New Zealand.
Director of Marketing, AU & NZ Ruben Ahmed
Consumer Marketing Manager, AU Nadin Kulen
Head of Marketing HP, NZ Jessica Rangi
Marketing Coordinator Cayce Wong
Artist MULGA the artist (Joel Moore)
Managing Director Richard Lloyd
Executive Creative Director Tim Wood
Creative Director Callum Fitzhardinge, Chris Doe & Kim Jerbo
Art Director Filipe Oliveria
Film Creative Melissa Toh
Copywriter Albert Santos
Junior copywriter Victoria Toxqui
Designer Revati Tongaonkar
Head of Social Shea Warnes
Social Media Executive Kirstin Wong
EP Marie-Celine Wirstrom
Senior Producer Sophie Campbell
Producer Jessika Keegan
Junior Producer Katrina Askov
Influencer manager Sophie Crowther
Casting manager Agustina Lara Peccin
Animation Director Bruna Agata Sanchez Freitas
Animation advisor Michiel Schellekens
Storyboard artist Felipe De Barros & Juan Pedro Testa
Animators Ignacio Darras Galván, Maxime Inden, Juan Facundo Saavedra, Felipe Galindez, Maya Perotti, Patrick Brem, Falk Beuzenberg & Arjan Dekker
Sound design Paula Garcia & Juani Molina