FAYE DAVIES, CREATIVE COPYWRITER

HP were phasing out an industrial printer and needed to find a positive way to tell their clients to update their technology. Space for the message was limited, especially in the eDM version, so I chose to focus on how change can mean improvement, and conceived of the VHS analogy to kickstart the communication with a smile.

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Here you can see the physical (postcard) and digital (eDM) versions of the campaign.