Staples: It's Pro Time
At the end of 2016, Staples' business was failing. Consumers didn't know about the brand's business consultancies, and retail competitors seemingly provided faster service and bigger selection. So we had them stop talking about what they sold and start discussing why they exist: to help the world work. To provide the supply-sets for professional mindsets.
And we focused on those Staples helps the most but who rarely feel the spotlight: the janitors, administrators, sales associates, and small business owners.
Four months later, when originally looking for a 30-second TV commercial, Staples now had their fourth new tagline in their 30-year history and a 360-campaign that took them out of the store and into people’s lives.
Staples. It's Pro Time.
Execution Type: Full rebrand across Broadcast / Print / OOH / Digital Film / In-Store / Event / Website
Role: Concept, Creative Direction, Copywriting
Team: Roberto Santellana, Craig Andrew Smith, Soomean Chang, Keith Matland, Mark Radcliffe
Film: Jaci Judelson (dir) // Danny Hiele (dp)
Press: Bloomberg News, Boston Globe, Yahoo! Finance, AdAge, Office Products International (yes, it’s a real thing)
We created a 30-second spot that spelled out exactly what it meant for each of us to be a pro.
And, because work ethic is eternal, we played our story against the poem "Work" by late 19th/early20th-century poet, Henry Van Dyke
