HP PRINT: CREATE WHAT’S NEXT (EARNED: EXPERIENTIAL)
To boost awareness and engagement around HP’s ink cartridge recycling, we partnered with renowned artist Germane Barnes to transform materials from each step of the process into an immersive art experience.
Launched on World Environment Day in New York’s Arts District, “Create What’s Next” brought together media, influencers, brand partners, the public, and local schools.
The two-day activation drove our call to recycle HP cartridges and devices, earning 175+ media placements (including The New York Times), increasing purchase consideration by 23%, and driving a 40% lift in recycled cartridges. The campaign was also shortlisted for a Webby.
PRESS: NY Times / The Source / MSN / The Weekly Journal
