The Project
It’s the most wonderful time of the year for parents as kids get ready to go back to school, but the chaos of back to school shopping can be a nightmare. This year, Staples wanted to make sure parents knew there was only one place with the products, services and expertise to make back-to-school shopping easy.
Staples engaged creative agency Muh-tay-zik | Hof-fer (MTZHF) to dive into their strategy and create a vibrant, powerful campaign for 2018 Back to School. During MTZHF’s exploration, Craft creative directors were brought in to provide brand guidance and background for the MTZHF team. We collaborated by reviewing copy and visuals, providing tweaks and feedback to initial concepts and ensuring the season could be executed by our joint teams. Additionally, we advised Staples’ marketing leadership during their decision process for the final concept.
After the campaign direction was selected, Craft partnered with MTZHF to shoot hundreds of products and produce stunning creative that energized associates and customers alike. The final campaign touched every marketing vehicle for Staples retail including ecommerce, emails, circular, direct mail, display and social media.
An incredibly hardworking team of writers and designers worked to bring the campaign to life based on the campaign standards.
Creative Team
Creative Agency
Muh-tay-zik | Hof-fer
Executive Creative Director
Joel Kaplan, MTZHF
Photographers
Sue Tallon, Dan Cugini, Erin Duffy
Creative Director
Whitney Mangiafico, Craft
Associate Creative Director
Drew Phillips, Craft
Retail
Staples.com
Manhattan Store windows
social
Circular
