An old printer that comes to life at night when there is no one left in the office and is dedicated to wreaking sustainable chaos and wreaking havoc by turning on all the lights or mixing waste. That is the image that Epson has created to warn companies of the environmental and economic cost of toner-based printing and to promote its new range of professional printers. toner-free.
The campaign, worked together with the creative agency BETC Havas and titled “Toner Priner Madness”, relies on humor and a light-hearted tone to make a problem that affects hundreds of companies seem close and understandable. Thus, thanks to artificial intelligence tools, Epson has created a printer that becomes an agent of chaos to reflect the impact of certain practices in the corporate environment.
Thus, compared to laser printing systems and toner, whose main component is plastic, Epson presents its PrecisionCore Heat-Free technology as a more economical and sustainable alternative. The announcement links this printing system to the reduction of plastic waste and, by extension, makes environmental impact and sustainability an integral part of organizations’ office supply purchasing decisions.
As the company explains on the website that is part of the campaign, the annual volume of toner consumed globally is equivalent to 246 billion plastic straws or 20 billion plastic bags. “Many organizations still do not take into account the impact of everyday decisions in the office“; commented Cinthia de Araújo, Epson’s Marketing Director for Latin America, according to Little Black Book. “With this campaign we want to raise awareness among companies about the urgent need to adopt more responsible printing habits and make the transition towards toner-free alternatives, aligning operational efficiency and innovation with specific sustainability objectives.“.
For its part, the agency assures that the campaign draws attention to a serious problem that affects the planet and does so in an entertaining way to connect with the public. “To do this, we combine artificial intelligence with sophisticated audiovisual production techniques, placing great emphasis on the quality of execution and attention to detail. The result is a campaign that combines creativity, technology and a relevant message in a fun and unexpected way.”commented Camila Nakagawa, CEO of BETC Havas.
“Toner Printer Madness” will be disseminated in Latin American markets through social networks and digital channels, with versions in Portuguese, Spanish and English.
