Toner Printer Madness

Epson has launched “Toner Printer Madness,” a new film developed as part of its “Toner Free” campaign for its business printing portfolio. Created by BETC HAVAS, the campaign highlights the environmental impact of toner-based printing through a playful, humorous approach featuring an unexpected character: a toner printer that goes out of control, causing damage without anyone noticing.
The film addresses an often-overlooked factor in the selection of printing equipment: the hidden environmental cost of toner and the impact of the plastic consumption associated with this technology. According to data shared by Epson, more than 17 billion toner cartridges have been manufactured worldwide, while approximately 375 million are discarded every year. To put this impact into perspective, the campaign compares the annual volume of toner consumed to the equivalent of 246 billion plastic straws, 20 billion plastic bags or 5 billion plastic bottles.[1]
“Many organizations still fail to account for the impact of everyday office decisions. With the ‘Toner Printer Madness’ campaign, we want to raise awareness among businesses across Latin America about the urgent need to adopt more responsible printing habits and transition to toner-free alternatives, bringing operational efficiency and innovation in line with concrete sustainability goals”, says Cinthia de Araújo, Head of Marketing at Epson Latin America.
To make the issue accessible and relatable, BETC HAVAS turned toner into an “agent of chaos,” embodied by an out-of-control printer. Through exaggerated situations and humor, the film brings a technical issue closer to everyday life, encouraging audiences to rethink practices that have become commonplace, particularly in corporate environments.
“We wanted to draw attention to a serious issue that matters to the planet, but do so in a lighthearted, entertaining way that would genuinely engage people, while positioning Epson’s technology as part of the solution. To achieve this, we combined artificial intelligence with sophisticated audiovisual production techniques, placing great emphasis on craft and execution quality. The result is a campaign that brings creativity, technology and a relevant message together in a fun and unexpected way,” says Camila Nakagawa, CEO of BETC HAVAS.
Developed by Maverick AI Filmmaking and combining AI tools with audiovisual storytelling, the project makes a rarely discussed issue more accessible and helps extend its reach across different audiences.
On the business solutions front, the campaign showcases Epson’s PrecisionCore® Heat-Free printing technology as an alternative to laser-based printing systems. By connecting this technology to the reduction of plastic waste, Epson aims to make sustainability an integral part of organizations’ purchasing decisions, alongside factors such as technology and operational efficiency.
Set to run across Latin America, the campaign will be distributed primarily through social media and digital media channels, with versions in Portuguese, Spanish and English.