current work
This campaign was the result of simply looking around and seeing what was going on.
Our client OfficeMax has had great success in the past with penny offers at back-to-school time. And, back in February when we were coming up with ideas, there was a lot of discussion in the media and the culture about the value of the penny itself. "Should we just get rid of the penny?"..."It costs more than a penny to make a penny!" ...etc.
Those factors, coupled with the negative direction that the economy was very obviously headed in, convinced us that this was an idea that would resonate in the culture.
And while we're very happy with the way the videos turned out, it's important to remember that they are only half of the idea. Equally important is the media thinking that underpinned this idea. Because this is essentially a media idea. A media idea that was designed to out-think competitors with enormous TV advertising budgets. And to generate the kind of publicity and online interest that you simply cannot buy.
For more details on this part of our evil plan, please contact Matt Johnson, our director of communications. His phone number is (312) 274- 0994. FYI: he talks fast. So it won't take long.