Hemlock Printers, a North America-based print service provider, leveraged the HP Indigo 100K technology to bring to life a creative campaign by TBWA\Melbourne for eco-conscious toilet paper brand ‘Who Gives a Crap’. The campaign resulted in a bold and imaginative reinterpretation of the beloved children’s classic, Winnie the Pooh.
The HP Indigo 100K’s ability to handle a wide range of substrates and deliver premium-quality results without the need for aluminum plates ensured that the book’s production aligned seamlessly with the campaign’s sustainability goals. Additionally, the reduced paper waste,faster turnaround, and flexible batch sizes were essential in delivering a high-impact creative project that tells a story that protects ‘Pooh and friends’.
The limited “Deforested Edition” of the famous children’s story Winnie the Pooh, reimagines the 1926 original with poignant illustrations of tree loss, underlining the environmental impact of traditional toilet paper production, most which of is made from cutting down trees. In fact, 1 million trees are felled every day to make traditional toilet paper, meaning trees that were rooted for centuries all over the world could be flushed down the toilet – something that is preventable.
Hemlock Printers produced 360 copies of this special edition using the HP Indigo 100K Digital Press, driven by a commitment to reduce waste, use sustainable media, and achieve exceptional quality with minimal environmental impact. Printed in October 2023 at Hemlock’s carbon-neutral facility in Canada, the books were then shipped to TBWA’s Los Angeles office for distribution. Winnie the Pooh: The Deforested Edition was made from 100% recycled paper and board, with covers crafted from EU REACH-certified cotton.
Power of HP Indigo
The HP Indigo 100K’s ability to handle a wide range of substrates and deliver premium-quality results without the need for aluminum plates ensured that the book’s production aligned seamlessly with the campaign’s sustainability goals. Additionally, the reduced paper waste, faster turnaround, and flexible batch sizes were essential in delivering a high-impact creative project that tells a story that protects ‘Pooh and friends’.
“The HP Indigo 100K press has enabled us to achieve outstanding print results in the most efficient way possible. It allows us to maintain the highest quality standards, quick production turn-times while minimizing waste, making it the perfect solution for our business needs without any compromise on excellence” said Daren McKewan, VP of Manufacturing Hemlock Printers.
“We are proud to support Hemlock Printers and innovative brands like ‘Who Gives a Crap’ in realizing visionary ideas with real-world impact. The HP Indigo 100K’s sustainability credentials and print excellence infused this campaign with creative integrity. This is exactly what’s possible when print technology empowers purpose” said Noam Zilbershtain, Vice President and General Manager, HP Indigo .
With Winnie the Pooh: The Deforested Edition, Hemlock Printers and HP Indigo have demonstrated how print can enable powerful storytelling for change. By aligning the HP Indigo 100K, with a globally recognized name like Winnie the Pooh, they delivered a one-of-a-kind creative project that has already gained wide recognition.