Office Depot Debuts First Work by New AOR McCann

By Patrick Coffee 

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:

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

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