With Home Printing were off the charts through the pandemic, as working and learning from home ruled, Worldwide Marketing seek the opportunity to make a “never seen before” investment behind HP’s Ink subscription service Instant Ink. Working on multimillion dollar budget to produce a new concept, scheduled to be on market only in the next four to five months, given its very lengthy timelines in the production process. As part of regular cadence meetings attended by +50 marketers from all countries including executives, each market shared their initiatives on a regular basis. I identified a beautiful campaign produced by the French marketing team, with my sense of urgency and taking advantage of working in a global organization, I set my team to work on its localization for North America. The French videos needed new copy, music and captions to better address North America’s audience’s Use and Attitudes, to communicate benefits. Within 4 weeks, leveraging and post-production, we were able to launch the videos as part of our digital and social media campaign. With a fraction of the cost, the French adapted videos provided highest brand lift and recall – comparable or superior to the multimillion campaign launched several months after. We fully executed in both US and Canada, proved most effective to communicate HP’s Ink Subscription value proposition in 2021.