HP prints a billboard live on the street – one A4 sheet at a time

HP has launched a eye-catching campaign for its Smart Tank printers by printing an entire billboard live in Clapham, using 319 A4 sheets assembled into a large-format OOH site.

The activation puts the printer’s core benefit – long-lasting, refillable ink – at the centre of the activation.

A real-time demonstration of endurance and consistency captured through time-lapse and social content.

Alongside this, Alexander Armstrong fronts the ‘Rapid Response Print Squad’, a mobile service helping commuters handle everyday document emergencies, from return labels to visa forms, via a branded Piaggio Ape.

It’s a simple idea executed at scale, turning product functionality into something visible, useful and shareable.

Led by Edelman, with Grand Visual, Talon, Omnicom and PHD.

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