In a world that’s increasingly digital, what’s the role of printing? That’s the question faced by HP, the leader in a category under huge pressure from other technologies. We defined that role for printing and gave it emotion, reminding the world that “every idea begins with a blank page.” We created a new way to talk about printing innovation. We captured the value of HPs leadership as the “world’s most preferred printers.” We even created a new dance—the Toner Shake. We brought it all to life in a 360 degree campaign, from events to advertising to lead nurture, that improved brand scores and increased sales.