Will shoppers ‘Gear Up’ at Office Depot?

Helping small business owners and consumers achieve peak performance is the premise behind a new branding initiative at Office Depot called, “Gear Up For Great.”



The retailer said the campaign developed by its new advertising agency, McCann, will serve as a long-term brand platform. A new spot that began airing recently is designed to reframe the conversation in the category and help define the role Office Depot and OfficeMax play in today’s gear-centric performance culture, according to a statement from the company.



The 30 second and 15 second broadcast spots that kick off the campaign deftly make the gear-centric point through engagingly confident office workers who rely on the right office gear to help them succeed, whether that gear takes the form of a trusty portable printer sidekick on business trips or a file folder system that lends itself to brilliantly personalized organization, according to Office Depot.



Supporting the launch is an integrated cross-media program spanning national and local broadcast TV and national radio as well as digital and social initiatives, including a #gearlove program via a custom Tumblr page and paid social media support on Twitter and Vine, among others.