HP Guerrilla Photopaper Campaign

In one of the most innovative ads we’ve featured, HP organized a guerrilla marketing campaign for its photo paper.

The urban installations were created by Publicis of Malaysia and were comprised of “holes” in the city. Each black hole was made of paper and strategically placed around the city to fool people into thinking the background was actually a fake backdrop. In reality, the only fake thing was the hole printed on HP paper.

The effect looks pretty eerie from a distance, but as people get closer, they are able to read the small print by HP.

Check out higher res images here.