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HP digital printing technology has been used for an advertising campaign by creative agency CLM BBDO and media owner JCDecaux, to promote the smart car range by relating the message directly to residents of 26 French cities.

A total of 8,279 posters have been printed in ten colours showing 198 taglines about Paris and 225 about France, each giving a humorous look at parking problems and how a smart vehicle is a practical option.

French drivers have also been invited to submit their own ideas for a promotional poster, with ten winners seeing their personalised designs installed in their local area.

As the campaign targets the residents of specific cities, it highlights the variable data printing (VDP) potential of HP digital technology, according to the company. The work was printed by Antony France Posters using an HP Scitex XP5100 and a 3.6m Scitex TJ8600 printer to create two different sizes of poster. 

Read James Matthews-Paul's blog on the campaign here.