Din Sumedi

The Brief
To convince graphic designers and creative professionals that HP Designjet large format printers will enable them to work on a much larger scale than ever before.

 
The Execution
In speaking to a creative target audience that would be cynical towards advertising in general and therefore resistant to conventional DMs, we needed a piece that would be highly unusual and involving - creating an intriguing mystery that had to be literally unwrapped until the punchline was delivered.

 

As such, the agency created a huge A3-sized band-aid (complete with wrapper),made with actual band-aid materials as a tongue-in-cheek warningto the recipient that handling huge pieces of paper for the first time might result in equally large injuries.

 

The results
Within a few weeks of being sent out, the DM received a healthy response rate of 5%.