What makes RISO’s Upside Down campaign different?

If you’ve been following our social media or marketing updates, chances are you’ve seen our Upside Down campaign. Yes, the name might immediately make you think of Stranger Things, and we did have a little fun with the coincidental finale timing, but this campaign is more than just entertainment. It shines a light on something often overlooked: the hidden costs of print infrastructure that quietly creep into your monthly bills. Most businesses choose to accept high energy use, consumable prices, and complex maintenance because they believe that print is such a small part of their budget; little do they know that the wrong printer can have a domino effect, leading to long-term financial and operational consequences. In this blog, we’ll explore the strategy behind the campaign, the thinking that inspired it, and the positive impact it’s already having, and hopefully encourage you to see print from a different perspective.

Where did the Upside Down campaign come from?

Our founder, Noburu Hayama, has always looked at things differently when it comes to print. He continuously experimented with print techniques and ink to find the perfect solution for schools and offices. He even sent RISO’s ink on a cargo ship across oceans to test its durability in extreme temperature and humidity changes. All to prove that the ink was ready for global use and differed from other inks on the market. From 1946, all the way up to this day, we still have this same mindset around print and believe our customers deserve the best possible solutions and will take as many steps as possible to prove this. The Upside Down campaign was created out of this desire, the desire to switch customers’ understanding of print on its head with our refined inkjet technology.

How was the Upside Down campaign created?

The idea behind this campaign is simple yet powerful: if you believe you already have the best print solution, RISO invites you to look again, and to look differently. “Turn print on its head” is both a challenge and a promise. It challenges long-held assumptions about how print should work, while promising a smarter, more future-focused solution. Our messaging makes it clear that RISO is not just an alternative, but a genuine improvement. Switching print providers isn’t about marginal gains or incremental tweaks; it’s about rethinking the entire model. Straplines such as “Different angle. Better answer.” and “Look at print differently – come out on top.” reinforce the need for organisations to reassess their current print infrastructure and consider a more innovative approach.

Visually, the campaign brings this message to life. Bold imagery of people in colourful clothing, captured mid-dance, symbolises confidence, energy, and the power of standing out. Because making a real difference requires more than blending in. To amplify this concept, our team developed a series of striking visual assets rolled out across social media, email campaigns, and billboards. Each execution featured an upside-down element designed to make viewers pause and look twice. That brief disruption breaks the habit of mindless scrolling and skimming, encouraging audiences to slow down and truly engage with the message.

By interrupting the familiar, we created space for a genuine shift in perspective, encouraging organisations to reconsider what they’ve come to accept as “normal” and to reimagine what print could be.

Switching your perspective on print with the Upside Down

So now you know how we created the Upside Down campaign and why, but what impact did it have on our customers? The Upside Down campaign isn’t just about creative visuals or bold straplines; it’s about challenging complacency. For too long, print has been treated as a background function: necessary, but rarely questioned.

But when you look closer, print impacts energy consumption, sustainability goals, workflow efficiency, and long-term operational costs. It deserves more attention than it typically receives. After publishing this campaign, we received feedback from new customers saying that it made them rethink their current print infrastructure and be more conscious about their annual spend.

I knew about RISO and looked to them when we wanted to change. They have been efficient and helpful throughout, and communication has been great. We are saving money by using RISO, and I would definitely recommend RISO to other schools – in fact, I already have. – Jess Clarke, School Business Manager

This reaction reassured our customers and us that disruption is essential for change. Don’t get comfortable with a service that isn’t fulfilling your needs, and definitely don’t remain naive to the idea that print infrastructure is fixed.

Not fully convinced? If the Upside Down campaign didn’t catch your eye, you should consider our free demo. We get that some people need a physical demonstration to really understand how and why a print provider switch can make a positive impact on your environment.

Challenge print complacency today! – https://www.riso.co.uk/book-a-demo/