Staples highlights what's important in new radio + outdoor via GPY&R Sydney + IdeaWorks Sydney

Facebook.jpgStaples Australia has gone to market with an awareness-driving radio and outdoor campaign via GPY&R and IdeaWorks Sydney, that prompts people to use Staples Hype Highlighters precisely for what they're intended - highlighting 'what's important'. Albeit, in a fresh way.

The work takes a very close look at the terms and conditions of the world's most popular brands and highlights some of the more controversial terms buried in the overly complex and long-winded documents.
 
The campaign positions Hype highlighters as a consumer champion, by taking on the task of digging through T&Cs and exposing specific pieces of information that people should be aware of, with the help of their vibrant pigments.

VIEW THE FACEBOOK AD
VIEW THE INSTAGRAM AD
VIEW THE ITUNES AD
LISTEN TO THE SUSHI CHEF SPOT
LISTEN TO THE BOMB SPOT
LISTEN TO THE INSURANCE SPOT
LISTEN TO THE HOME LOAN SPOT
LISTEN TO THE CERVIX SPOT
Says David Joubert and Bart Pawlak, creative directors: "In a category that seems to attract a lot of creative communication, where it's pretty hard to distinguish yourself based on product benefits, we've thought of a fresh way to at least charge Hype highlighters with a bit of personality. Beyond their functional role, we turned Hype into champions of the people."
 
Says Steve Tietjens, Staples' marketing manager: "We're not the biggest player in the highlighter market, but with this first piece in what is a broader campaign designed to drive greater awareness of the Staples brand, we definitely plan to be the brightest."
 
Client: Staples Australia
Agency: George Patterson Y&R, Sydney and Ideaworks Sydney
Creative Director / Art Director, David Joubert (George Patterson Y&R, Sydney)
Creative Director / Writer, Bart Pawlak (George Patterson Y&R, Sydney)
Creative Director, Tom Hoskins (IdeaWorks)
Copywriter, Jason Kempen (George Patterson Y&R, Sydney)
Copywriter, David Barton (George Patterson Y&R, Sydney)
Art Director, Bradley Stapleton (George Patterson Y&R, Sydney)
Group Account Director, Paul Coles (George Patterson Y&R, Sydney)
Other credits: Julian Watt

15 Comments

Childish said:

The way you guys list your credits says a lot about who you are. Everyone knows it I'm surprised no one has told you. Guys seriously.. grow up. You'll have more fun taking yourselves less seriously. Even in your credits.

History lesson said:

Load of c

Tsk tsk said:

The 'highlight the critical line in long copy' idea.
Absolutely brilliant-love it!
Especially the first time it was used by Neil French.
30 years earlier.

Prove it said:

List of print publications please. Stationary weekly doesn't count. Or canne it?

Que said:

Well done goys. Nice work.

OK, I'll bite said:

If you're not 'the biggest player' in the marker market you want to try not doing a generic campaign for markers.

You might also try whacking a logo on the ad so the marker buyer knows what you're selling.

Come to think of it, you might try whacking a headline on the ad too. Nothing about those press ads tells me what it's about.

On the other hand, it's great to see three Creative Directors, two agencies, two writers, and an art director keeping busy.

Oh, the radio sucks too.

:)

Nemesis said:

@ Childish

Not crediting key contributors seems a problem plaguing quite a few agencies in that building. Sad, and I agree, childish.

Man child said:

Credit where credit is due. At last.

Missed opportunity said:

I've seen this before. Many times. For highlighters.

wow said:

Tend to agree listing the credits like that speaks volumes

Richo said:

I like the work. Love the print.

people's chamion said:

I found the credits a far more engaging read than the um ad?
Hilarious.

Erasmus said:

These are lovely radio spots. But I have to laugh when I look at the credits. I worked at Patts Melbourne in the 90s, and in that whole decade there was only one person with the Creative Director title. Now, in an agency with a good deal less than half the billings, there are FIVE people with that title! How does that work? And did they all contribute creative direction to these radio spots? Sounds a very labour intensive campaign.

Client said:

I bet the agency's client Suncorp will be happy seeing them highlight the controversial terms in their banking and insurance T's & C's.

#Whataloadofstaples said:

A campaign on highlighters? Think they could have spent their marketing $$ on a better ATL campaign?? A memorable campaign.

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