Hand Sanitizer Is Gift That Keeps on Giving in Office Depot's Holiday Campaign

McCann N.Y. Transforms Standard Office Supplies Into 'Thoughtful' Presents

By Adrianne Pasquarelli. Published on Nov 10, 2015

Editor's Pick

Office Depot is making the most of its merchandise by promoting ordinary items like pens as thoughtful gifts for co-workers in a series of clever ads. In one spot, a germaphobic executive is given hand sanitizer. In another, a keyboard-drumming Death Metal fan is given headphones.

Dubbed the "Co-Worker Collection," the campaign was created by McCann, which has been the Boca Raton, Fla.-based office supply provider's agency of record for about a year. It marks a departure from last year's holiday message, when Office Depot promoted business-to-business gifting. Like last year, the campaign will be entirely digital, with spots airing in stores and online. Customers will also be able to pick-up "Co-Worker Collection"-themed stickers in stores and create their own online.

See a montage of all kinds of Office Depot gift recipients and the full lineup of ads on the Office Depot Youtube channel.

"It's a new, unexpected way to use office gear," said Tim Rea, exec VP-CMO, who is hoping the campaign will go viral. Through a survey, the company found that over 80% of workers will be buying gifts for a coworker or boss this year.

"The truth is, we all know our co-workers scary well," said Tom Murphy, co-chief creative officer at McCann New York, noting that anyone who has ever worked in an office could relate to the promotion. "We created a campaign that has a bit of fun with these co-worker quirks and idiosyncrasies."

Although the campaign creates the clever gifts through a snarky repackaging idea, the idea of creating a new collection for the holidays is slightly reminscent of U.K. retailer Harvey Nichols' cheeky series of Christmas gifts from 2013, the "Sorry, I Spent it on Myself" line, which went on to earn multiple Cannes Lions Grand Prix.

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Nov 10, 2015
McCann New York
Office Depot
Max Sherman, OPC

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