The Deals Are a Really Big Deal

OfficeMax had everything moms needed for back-to-school, with the selection, the deals, all available in one trip. The problem was nobody knew it. Target and Walmart got the credit for convenience OfficeMax already offered.

A big enough deal beats habit, convenience, everything. OfficeMax had deals that big. It just needed to make sure moms saw them.

A campaign made the deals themselves the hero, shrinking enormous animals down to size next to them. Rhinos, gorillas, elephants, all made tiny by how big the savings really were. The :15 spots equalized impressions against OfficeMax’s better-funded competitors.