Office depot Officemax–Worst Paper Scenario

Brand Positioning Campaign

Problem

Sticky notes sit in the commodity category. Post-It® Brand dominates that category, leaving every competitor fighting in the office supply aisle.
Nobody feels anything about paper until they need it.

Insight

The human brain is hardwired to detect threats. When you see a parking citation on your car windshield, a pink slip sitting on your desk, or an eviction notice taped to your front door, your heart drops before your brain can even process the text. That micro-second of sheer panic is one of the most visceral reactions in life.

Idea

We hijack the high-anxiety giving pieces of paper and turn them into unexpected kindness.
By filling terrifying forms with heartwarming compliments, we create the ultimate jump scare plot twist.