The "Made to be Less Hated" campaign captures the raw human emotions triggered by printer troubles - from anger, to laughter, tears or apathy. Relatable yet dramatised situations make for 3 different impactful films. Facing the elephant in the printer room might have been a bold move, but HP's sincere and humble approach has turned it into the most effective campaign HP has ever made.

Having worked at prestigious agencies such as ACNE and SNASK director Daniel Lundh not only has a great eye for art direction. His films include a variety of styles but his most noticeable trademark is probably his eye for observational comedy. Daniel’s bold comedic work is elevated through brilliantly observed performances, attributed to his obsession with casting and his openness to improvisation.