Staples
Hit Pause
Problem
Make Staples relevant again. Tell the world our primary value proposition.
Insight
We are overworked, over scheduled, and overwhelmed. Where is the time for living?
CD: Myka Cabuhat
OOH
OLV #1
Her alarm goes off. It’s too early. She silences it and immediately looks at her calendar:
Client meeting
Notarize contracts
Order furniture for new office
Hockey practice
She’s making breakfast as emails start pouring in. Kids are yelling, and Outlook notifications are overlapping.
A big red pause button pops up on her screen. She looks curious and clicks it.
Suddenly, the emails stop, mid-notification. Everything goes silent.
She sits down with her family and shares breakfast with them. She takes her time, laughs with them. She books notarization and orders furniture over coffee.
SUPER: Staples logo. “Hit pause”
OLV #2
His Zoom has been going on for hours.
He is visibly exhausted. We see a bunch of
calendar notifications come up on his screen:
Renew health card
School project supplies
(indiscernible emails)
Then he gets a notification from Staples that
says PAUSE. He clicks it, and a big red pause
button appears on screen. He presses it.
Suddenly, the Zoom pauses, and the notifications stop. He breathes a sigh of relief and gets up from the desk.
Cut to him in the bath. He’s totally relaxed. He books a Service Ontario appointment and buys art supplies for the school project on his phone.
SUPER: Staples logo. “Hit pause”
OLV #3
A couple is putting their coats and shoes on.
They’re dressed up and looking happy, about to
leave for a date.
All of a sudden, he gets a bunch of emails:
NEED NEW PRINT MATERIALS BY TOMORROW.
The smiles are gone. Wife looks at him: not again.
He opens the calendar, and a big red pause button appears on his screen. He pushes it.
All the notifications stop. They smile at each other and get into the Uber.
He places the print order on their way to the restaurant.
SUPER: Staples logo. “Hit pause”