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HP and Media.Monks bring color to Instant Ink campaign with Aussie artist Mulga

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By Sam Bradley | Senior Reporter

May 17, 2022 | 4 min read

Electronics brand HP has teamed up with Australian artist Mulga to promote its Instant Ink printer toner subscription product with a series of cheeky animated films.

hp mediamonks mulga artwork

Media.Monks and HP commissioned Australian artist Mulga for its ink and toner campaign / Media.Monks

HP and its agency Media.Monks commissioned Mulga to produce 20 original pieces, as well as work on a series of animated shorts promoting the powers of the ink to empower creative minds.

In one short, an underappreciated sheep aims to ape the colorful plumage of her parrot pals, achieving her flamboyant aim with the aid of HP’s printer ink.

Ruben Ahmed, director of marketing, Australia and New Zealand, said: “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.

”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. We couldn’t be happier with the result.”

mulga

The hero videos and images were designed with social consumption in mind, said Shea Warnes, head of social for Australia and New Zealand: “In developing a social-first campaign, we wanted an idea that created conversation around printing in a category people don’t often think about. Printing at home comes with its own frustrations, and to position HP+ as the solution, we worked with the brand to depict the no-drama world of printing – imagined beautifully by Mulga.”

The campaign will run for 10 weeks in Australia and New Zealand on Facebook and Instagram. The videos and artwork will be supplemented by online games based on Spot the Difference and I Spy.

Tim Wood, executive creative director at Media.Monks, said: “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, colorful and constantly demands your attention.”

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