ROLE: Creative Director

“Free ink for life”, is what you got with one of HP’s print subscriptions. But how could we dramatise this message with an earned media stunt that would get their 18-14 target talking?

Ink roulette, of course. A pop-up experience in Brick Lane, London that would give passers-by the chance to get inked… with a free HP printer and lifetime supply of ink, or a tattoo, done on the spot.