Before our creative review, it was decided that we would need another creative concept thrown into the mix. This concept needed to not only contain elements of Staples' new brand and draw inspiration from previous designs executed by our agency of record (mcgarrybowen) but also take on a more youthful feel since our target audience is parents of teenagers and teenagers themselves. Using fun, vibrant patterns pulled directly from Staples Brand Group products developed for the 2014 school year along with grids that told a color story, this alternate concept was born. We knew from research that although people think of Staples as a great back to school shopping destination, they don't necessarily believe they'll be getting the best price. The overall campaign line is "MAKE the best prices HAPPEN" and we support that by showcasing both the products we offer that back up that claim as well as highlighting great deals we'll be offering throughout the year. Although this wasn't the final concept selected for the 2014 Back to School campaign, it received great reviews and made it to the final two.
