The idea was to paint the illusion that reality is made up of printouts using HP Advanced Photo Paper. To achieve this, a standee was customized to give the impression that someone actually walked through a gigantic piece of paper and caused it to tear. Several of these standees were then placed at strategic locations to demonstrate to passers-by that what's real to their eyes is actually a reproduction using HP Advanced Photo Paper.

Successfully engaged passers-by in the various locations where the idea was implemented. The idea is now being taken forward to more locations to create more buzz on HP Advanced Photo Paper. It has also helped improve top of mind recall for the product which went up from 17% to 32% after the month long campaign. This idea appeared in numerous consumer generated blogs.