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If Life Were Like Instant Ink

People believe the pain of purchasing ink is unavoidable and have given up hoping it could be better but they’re also unaware of Instant Ink.
So we had to do more than entertain. We had to educate people about the service and how it works, awaken hope that there is a smarter way to purchase ink and ultimately, impact enrollment.

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If “smart” products were actually smart, they’d know what you need before you need it. They wouldn’t cost too much, waste your time, be unreliable, or harm the planet.
That’s HP Instant Ink. An intuitive, truly smart way to solve everyday problems—free of frustrations of the past. To communicate this in a simple way, we use analogies giving a new perspective on what’s possible by comparing how the world works with how we wish it did.

With copy as versatile, modular, and playful as our visuals, this campaign works across a wide variety of real life situations.
By pointing out how relatable situations could be more convenient, sustainable, and affordable, we’ll evoke a smile in some of life’s frustrating moments.