The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Physical Items
Annual ID
OS23_DM056M
About the Work
Challenge:
Once a source of children's joy, the printer now sits at home, printing only when the home office demands. How can HP Instant Ink make kids excited with the familiar hum of the printer once more?
Insight:
Parents used to print colouring pages and puzzles at home to keep their children entertained. But nowadays, young parents have turned to toys to aid their kids' physical development and stretch their imagination. Instead of competing with toys, we hacked the most iconic toy of all time: LEGO.
Idea:
Combining paper, ink and brick, we designed HP INKmaginary Toys — interactive enhancements to LEGO builds with printed paper. Designed in collaboration with a professional brick artist, these kid-friendly printables can be attached to LEGO bricks with just a hole puncher, no glue or tape required.
Results:
+37M Media Impressions
+3M Total reach
Once a source of children's joy, the printer now sits at home, printing only when the home office demands. How can HP Instant Ink make kids excited with the familiar hum of the printer once more?
Insight:
Parents used to print colouring pages and puzzles at home to keep their children entertained. But nowadays, young parents have turned to toys to aid their kids' physical development and stretch their imagination. Instead of competing with toys, we hacked the most iconic toy of all time: LEGO.
Idea:
Combining paper, ink and brick, we designed HP INKmaginary Toys — interactive enhancements to LEGO builds with printed paper. Designed in collaboration with a professional brick artist, these kid-friendly printables can be attached to LEGO bricks with just a hole puncher, no glue or tape required.
Results:
+37M Media Impressions
+3M Total reach
2023 Awards
Total Points: 3
Merit
Credits
Agency
Edelman / Singapore
Copywriter
Xavier Toh
Chief Creative Officer
Tim Green
Executive Creative Director
Omar Sotomayor Noel
Producer
Mei Jun Lou
CHIEF OPERATING OFFICER
Yeelim Lee
Chief strategy Officer
Huw Gildon
Client director
Natalie Ng
Client Executive
Felicia Widjaya:
Marielle Solano
Nicole Lum
Communications Manager, HP SEA
Chloe Cao
Junior Producer
Chiara So
Lead producer
Jeth Heng
Products & Services lead, HP Asia
Liveina Kumar
Senior Manager
Audrey Lim
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