Office Depot Inc., the byproduct of a merger between the Depot and the Max, went with McCann New York as its creative AOR in September after leaving Zimmerman. Today the client debuted its first work with the new agency, launching a campaign called “Gear up for Great.”
Here’s the first :30 spot, “Gearcentric,” which expands on the idea that the chain will help satisfy your craving for office tools and toys:
:15 version and multimedia elements after the jump.
The “gear up” landing page expands on the visual “tools framing tagline” theme, highlighting various products featured in the ad itself.
A tumblr page and related paid social promotions center on the hashtag #GearLove, encouraging users to generate a bit of content on their own. Other elements include this amusing “Retro vegan semiotics brunch direct trade, Schlitz mumblecore hashtag American Apparel small batch bitters” SEO experiment, some creative product arrangements, and a random Steve Jobs quote:
The campaign will run on TV, radio and social to “help define the role Office Depot and OfficeMax plays in today’s gear-centric performance culture.”
Credits:
McCann NY:
CHIEF CREATIVE OFFICERS: Thomas Murphy, Sean Bryan
GROUP CREATIVE DIRECTOR: Steve Doppelt, Daniel Rodriguez
ART DIRECTOR: Haley Cole
COPYWRITER: Jillian Menor
CHIEF PRODUCTION OFFICER: Nathy Aviram
SENIOR PRODUCER: Jessica Coccaro
MUSIC PRODUCER: Eric Johnson, Mike Ladman
ACCOUNT: Neil Frauenglass, Meghan Stone, Christopher Alexander
STRATEGY: Luke Dreyer
Production:
PRODUCTION COMPANY: Prettybird
DIRECTOR: Matt Piedmont
DP: Andrew Wheeler
EDITORIAL COMPANY: No6
EDITOR: Jason Macdonald, Justin Quagliata
GRAPHICS COMPANY: Brand New School
MUSIC COMPANY: JSM
MIX STUDIO: Sonic Union
ENGINEER: Steve Rosen