STAPLES – BACK TO SCHOOL

WE LOVE BACK TO SCHOOL

REQUEST

Build a back-to-school campaign that can be rolled out in multiple countries without the struggles that localisation brings.

RESPONSE

The love for Staples back-to-school products was central to the campaign, featuring the Staples family. To transcend 17 markets we created the love visual mnemonic.

RESULT

This gesture transcended all 17 markets and solved translation issues resulting in a massive contribution to €53 million in sales during the back-to-school period.

RESPONSIBILITY

  • Creative Director

  • Art Director

  • Concept

  • Writer

 

The first film of the series follows an animated boy and girl chasing products through a Staples brochure. This simple story allowed the internal stakeholders to realise that their very own in-house team was able to produce work for all 17 markets on time and within budget.

Agency: STAPLES AGENCY EUROPE
Creative Director: Craig Lovelidge
Associate Creative Director/Art Director: Chris Barton
Copywriter: Laura Bury
Design: Edit Ballai, Paulo Bianco, João Teixeira
Account Manager: Carlos Quintana Biesa
Agency Producer: Daniëlle van Hinte

STAPLES CLIENTS
Head of Campaign Planning & Implementation: Emile van Baren
Head of Retail Marketing Europe: Olga Frazão
Head of Retail Marketing UK: Nicki Tracey

3D Characters: Bardo Hogendoorn/Artbox

PRODUCTION
Production Company: Ingreme (Lisbon, Portugal)
Executive Producer: Claire Howse

MUSIC
Adelphoi Music (London)
Head of Production: Greg Moore
Composer: Moritz Schmittat

VOICE & SOUND
UK VO: Caroline Quentin
UK VO recording company: Wave Studios (London)
Portuguese VO: Isabel Abreu
Sound Mix: Nick Smith - Stainless Sound (Amsterdam)

Awards: Best Animated Film at the Clube de Criativos de Portugal