Reality, Reproduced

Campaign: Outdoor
Brand: HP Advanced Photo Paper
Client: Hewlett-Packard

Problem: Everyone knows about HP printers but the brand's printing accessories are not in the consumer's mind. Who even wonders where to get good quality photo paper for photo-printouts?

Solution: To reach out to photography enthusiasts (which everyone is thanks to digital cameras) and photo shops,  large print installations were created to capture the target audience's imagination, guerilla style. Phase 1 of the campaign was a series of murals placed on wall surfaces or other objects while Phase 2 comprised whole scenes recreated to punch home the concept of unbeatable photo-realism. They were thus placed strategically to demonstrate this proposition which is summarised in the tagline as "Reality, reproduced."

Phase 1: Almost a wall

Phase 2: Almost a fish tank

Phase 1: Almost those boring office cabinets

Phase 2: A walkway, as some people thought

A lovely pond for your thoughts, as someone thought

A lovely hang-out for the days you need to skive, as someone thought