Amazing happens when
you switch to smart 

The ask:
To create a film-led campaign that highlights the power of having a HP Smart Tank printer at your disposal when running your own SOHO business.

The solution:
To position the HP Smart Tank as the business partner that gives SOHO business owners a winning edge by helping them make small tasks more efficient.

MAIN FILM

The aim of the film is to highlight HP Smart Tank’s multiple key features in a lighthearted, and comedic way, while subtly comparing itself to its main competitors. To bring out that humour, we worked with celebrated director Vitto and the Thai production house, Taprod.

Synopsis:
Two neighbours happen to start two similar small businesses: coffee shops. They do everything themselves from fixing lights to making coffee and cleaning tables, but are having a slower start than they’d like. 

Lucky for one of them, he has the HP Smart Tank, and all its smart features at his disposal.

KEY VISUAL

The KVs were shot with the intention of showing the benefits of owning the HP Smart Tank as a SOHO business owner. They were then adapted into targeted Google and social ads to create intrigue in the product benefits.

CREDITS

Executive Creative Director: Jeremy Chia
Associate Creative Director: Daphne Tann
Head of Art: Sylvia Teoh
Senior Copywriter: Emma Loh
Copywriter: Hazwan Norly
Art Director: Gabriella Adytanthio, Elisa Cindy
Production House: Taprod
Film Director: Vittorio Badini Confalonieri (Vitto)