Brief

Three years after closing its UK stores and several European outlets, Staples aimed to re-establish itself in Europe with a fresh focus on business customers, particularly SMEs. I secured the pitch to drive Staples’ repositioning across 13 European countries, highlighting its shift from stationery supplier to comprehensive workspace solutions provider.

Strategy

I crafted a campaign centred on the theme “When your space works, everything works,” blending compelling visuals with narrative-driven content to show how optimised office spaces can improve productivity and satisfaction. The campaign’s anchor was consumer research, with surveys of 7,000 office workers revealing frustrations and needs across Europe, providing data that informed each phase of the visual and media strategy.

Execution

With a tight five-month timeline, the campaign unfolded in three phases: Vocation Frustration, Office Lighting, and Office Happiness. Each phase showcased distinct issues affecting workers, with engaging graphics, infographics, and materials produced in multiple languages to resonate across diverse markets. For the Office Happiness phase, I developed vibrant event graphics and materials for a pop-up in central London, adding visual appeal to both digital and physical touchpoints.

Outcome

The campaign generated significant results, driving 1.5 million visitors to Staples’ sites in target regions and securing high-profile media coverage across Europe.