Viewers can interact via polls, memes and games.
HP and Media.Monks collaborated with award-winning Australian artist Mulga to produce a standout, social-first campaign that’s brimming with Instant Ink colour.
HP commissioned Mulga to create 20 pieces of original art in his iconic style.
Ruben Ahmed, director of marketing, Australia & New Zealand: “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.”
Once the art was created, Media.Monks brought the campaign to life by animating Mulga’s art in 2D.
“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," said Ahmed.
The campaign consists of four hero videos and digital display creative. Viewers can interact with the campaign through polls, memes and games like Spot the Difference, I-Spy and Caption This.
Tim Wood, executive creative director (AUNZ) at Media.Monks: “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. It’s beautiful, colourful and constantly demands your attention.”
HP’s Instant Ink will run for 10 weeks until the end of July in Australia and New Zealand. Focused specifically on Facebook and Instagram, each creative has been crafted to the social platforms’ formats: in-feed video, stories, in-stream and IGTV.
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 Llyod
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 Witstrom
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