When Staples decided to relaunch itself as the best place to get everything you need for your business, from 3D printers to rubber gloves, it posed a unique challenge: How do you get people to think of Staples as more than just office supplies, when even their name is itself an office supply? This integrated campaign was just the start.
Flashback: Staples - the launch
I was also fortunate enough to work on the first national campaign for Staples. This campaign found the emotional stories lurking behind every mundane office supply purchase, and won two gold Effies in the process.