HP partnered with Jane Goodall to give shoppers a reason to care about a printer purchase. The message was simple: buy one, plant one. We took it to scale across 9,500+ retail store activations, in-store TV wall takeovers at Walmart, Costco, Best Buy and beyond, 729,000+ Amazon product page views. The campaign extended to pop-up stores bringing the forest into the heart of retail. Rebel Wilson carried the message across social. CNN picked it up. Ad Age covered it.

In the first six weeks alone, the campaign generated 2.3B+ media impressions and a 12% printer sales lift. It became one of the largest sustainability programs in HP's history and won the Path to Purchase Omnichannel Award.