Highlighting the hype of highlighters, Staples has brought out a campaign across radio and outdoor to show what the neon markers can do. And make those pesky T&Cs a little easier to grapple with.
GPY&R and IdeaWorks Sydney collaborated on the campaign, going through the terms and conditions of big corporations such as Facebook and Instagram highlighting the controversial terms people should be aware of.
Creative director David Joubert and Bart Pawlak said: “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.”
See below for ads running across radio:
Credits:
Client: Staples Australia
Agency: George Patterson Y&R, Sydney
Retail Marketing Agency: 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
