"Low Ink"

6 December 2023

20s

Tool of the devil.

The dysfunctional relationship every printer owner has with their equipment often feels like it requires the intervention of a UN Peacekeeping force so it's a considerable customer insight to suggest we actively hate these useless pieces of junk. Cue this three-part campaign from AKQA Copenhagen that pulls no punches or, in this instance, kicks

The protagonist looks like a man who's tried so damn hard not to let another low ink warning get to him, but you can only push a man so far before he snaps. When he does, the man kicks that cursed printer off his desk like he was King Leonidas in a chair. HP know this how a lot of people feel about their printers—all they need is a brand with ink solutions, not problems.

Denmark

Computer Hardware