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HP Toner Shake

What do you do to make toner for your laser printer interesting? You embark on a deep, dark journey into the world of toner – how it's made; what it does; and how people interact with it. And one little tidbit kept coming up – through conversations, through focus groups, social listening: when the printouts get light, you take the toner cartridge out, shake it around a little and put it back in for a few more printouts. Right?

 

I would say we had a shoestring budget, but that would be overstating it. We borrowed the YouTube studios in LA for free (Thanks, Google!) and shot 9 amazing actors doing their rendition of the Toner Shake. It went a little something like this:

More than 1,000,000 views later, we extended the program with some smaller assets that had their own personality.

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