Cannes Lions

COMMERCIAL LASER PRINTERS

RTCRM, Washington D.C. / SAMSUNG / 2008

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We wondered: If given the chance, what would IT professionals do to printers to get some revenge? Destroy them to bits, of course! That’s when Destroy-A-Printer, the online game, was born. Here, IT folks could alleviate printer-induced frustration by whacking printers with a bat, crowbar and chainsaw. We even gave the printers a chance to fight back. As the printers got crushed, they heckled players with paper taunts. We worked hard to create the perfect gaming experience for IT professionals—one that was realistic, fun, and gratifying. Website generated a 7.4% response and over 60,000 consumers from 155 countries played.

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