OG Corp
Staples initiated an innovative marketing campaign, bringing together basketball and office environments in a playful manner. Using the concept of a basketball court as an 'office', they featured Toronto Raptors' player, OG Anunoby, in a series of comedic commercials where he set up his unique workspace on the court. This was a whimsical approach to introduce Staples as more than an office supplies store, showcasing it as a one-stop-shop for work, learning, and technology needs.
THE PROBLEM
Staples was being perceived solely as a supplier of school and office supplies, which did not align with its evolved identity as "The Working and Learning Company" and its expanded assortment of latest technology products.
THE ASK
Utilize the Toronto Raptors partnership to shift consumer perception, amplifying Staples' brand awareness as a holistic hub for work, learning, and technology.
CREATIVE INSIGHT
The pride that our players take in owning their space on the court is very similar to the pride that our fans take in owning their office spaces at home.
THE IDEA
Make It My Office - We collaborated with popular Raptors player OG Anunoby in a humorous series where he established a literal 'office' on the basketball court. This entertaining concept effectively highlighted the diverse range of products Staples offers for creating an personalized 'working' environment.
The
Results
THE Results
This is the power
of partnerships
