HP continues to educate designers and other creative professionals about what’s possible with the latest advances in digital printing.
At the 2018 Cannes Lions International Festival of Creativity, HP demonstrated how small runs of labels and packaging can be designed to create personal and lasting impressions. In collaboration with sculptural artist Karen Chekerdjian, HP created personalized and customized labels and packaging for Moët & Chandon MCIII premier champagne.
Each day of the five-day event, HP produced labels and packaging with the names of the winners of the coveted Cannes Lions Grand Prix awards for excellence in marketing communications. (Award categories ranged from mobile, outdoor, radio and audio, and print and publishing to industry craft, digital craft, film craft, creative e-commerce, entertainment, direct marketing, product design, PR, social and influencer marketing, and brand experience and activation.)
In addition, 300 award jurors received a personalized champagne bottle and 400 platinum-pass attendees received a digitally printed box with champagne and chocolates in a “toast to creativity.”
The luxury packaging was produced in collaboration with Barcelona-based print-service provider Serafi. The production team used an HP Indigo 12000 Digital Press, a gold metallized substrate, new HP Indigo silver ink, and an HP Indigo 6900 Digital Press for the labels.
To enable more festival attendees to see what’s possible with digitally printed packaging, the limited-edition packaging was displayed in a lounge of the Hotel Martinez in Cannes throughout the festival.