Staples: It’s Pro Time

Staples was in trouble, with competitors matching them item for item. So we stopped selling pencil sets and focused on a mindset. That’s how a brief for a 30-second spot became a new brand identity, tagline, and a multi-year, 360 campaign.

Execution Type: Full rebrand across Broadcast / Print / OOH / Digital Film / In-Store / Event / Website
Role: Concept, Creative Direction, Copywriting
Team: Roberto Santellana, Craig Smith, Soomean Chang, Keith Matland, Mark Radcliffe
Press: Boston Globe, AdAge, Bloomberg, Yahoo! Finance, Office Products International (yes, it’s real)