Hp

HP teams up with Australian artist Mulga in a colorful new campaign via Media.Monks

There’s nothing worse than sending a document to your nearby printer, walking across the room to pick up the copies, and finding that the ink is gone. With that in mind, HP is showcasing its HP+ printers and HP Instant Ink subscription, in a campaign via Media.Monks through a collaboration with award-winning Australian artist Mulga.

HP commissioned Mulga to create 20 original works of art in his iconic style.

“Mulga was the perfect brand partner for us. His art is both dynamic and playful, and his use of animal characters was the perfect way to have fun and showcase HP Instant Ink,” said Ruben Ahmed, Marketing Manager, Australia and New Zealand.

Once the art was created, Media.Monks brought the campaign to life by animating Mulga’s art in 2D. There are four spots with Sheep-Parrot, Tui Tenor, Hoarderoo and E. Owlen Poe.

“We didn’t just want to ‘create ads’. Our goal was to create work that was primarily social, told a fun story and strongly appealed to families with children. And when it came to designing and executing the job, we didn’t hesitate to engage Media.Monks; their credentials in this space are unparalleled. We couldn’t be happier with the outcome.

“In developing a social-first campaign, we wanted an idea that creates conversation around print in a category that people don’t often think about,” said Shea Warnes, Head of Social Media (AUNZ).

“Home printing comes with its own frustrations, and to position HP+ as the solution, we’ve worked with the brand to portray the drama-free world of printing, beautifully envisioned by Mulga.”

“When you look at this category, the work is very transactional, so it’s a breath of fresh air. Instant Ink doesn’t quit, and it doesn’t work either,” said Tim Wood, Executive Creative Director (AUNZ) at Media.Monks.

“It’s beautiful, colorful and constantly demands your attention.”

Speaking about the project, Mulga (Joel Moore) added, “I love seeing my art animated, so it was super cool to work with Media.Monks on a series of funky videos for HP. It’s crazy how much work goes into making the videos, but after watching them, it was totally worth it. Whoop!”

HP’s Instant Ink campaign will run for 10 weeks until the end of July in Australia and New Zealand.


Credits

Marketing Director, Australia and New Zealand Ruben Ahmed
Consumer Marketing Manager, AU Nadin Kulen
HP Marketing Manager, New Zealand Jessica Rangi
Marketing Coordinator Cayce Wong

Artist MULGA the artist (Joel Moore)

Managing Director Richard Lloyd
Executive Creative Director Tim Wood
Creative Director Callum Fitzhardinge, Chris Doe and Kim Jerbo
Artistic director Filipe Oliveria
Creative Film Melissa Toh
Editor Albert Santos
Junior Editor Victoria Toxqui
Designer Revati Tongaonkar
Social Manager Shea Warnes
Social Media Manager Kirstin Wong
EP Marie-Céline Wirstrom
Senior Producer Sophie Campbell
Producer Jessika Keegan
Junior Producer Katrina Askov
Influence Manager Sophie Crowther
Casting Director Agustina Lara Peccin
Animation Director Bruna Agata Sanchez Freitas
Entertainment 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