Staples Back to School campaignPaul Macdonald2017-06-08T07:16:12+00:00
Staples Back to School campaign
To ensure the bar was raised to its highest level for the pan-European 2015 Back to School campaign, Staples held an internal concept-creation competition. Three teams consisting of a copywriter and art director set to work on the same brief. The ‘Release the Talent’ concept devised by myself together with art director Sanne Leenders was chosen as the winner, and subsequently rolled out across Europe.
Criteria included relevance across the entire school-going age-range, ability to resonate across cultures and suitability of wording for translation to other languages.