RAPTORS x STAPLES

MAKE IT MY OFFICE

THE SUMMARY

Staples initiated an innovative marketing campaign, bringing together basketball and office environments in a playful manner. Using a basketball court as an ‘office’, we featured the enigmatic O.G. Anunoby, in a series of comedic commercials where where he set up his unique workspace on the court.

THE INSIGHT

The pride that our players take in owning their space on the court is very similar to the pride that our fans take in owning their office spaces at home.

35m

Program impressions across video and app content

3,997

Contest entries

2x above benchmark

1 in 4

Raptors fans were aware of the campaign

THE STRATEGY

Get curious achieving Raptors' fans who are locked into doing their best at work and at school to see Staples as the best resource helping them reach their creative and productive potential by demystifying game-winning tools used beyond the player's bench.

THE RESULTS

Leaning on O.G. Anunoby’s personality in a humorous series emulating The Office with his literal basketball court office, this concept effectively highlighted the diverse range of Staples’ products in broadcast commercials and a staggered digital content series that includes a behind-the-scenes look at O.G. Corp.

THE TEAM

MAPLE LEAF SPORTS & ENTERTAINMENT

LEAD STRATEGIST Antonette Grant

CREATIVE DIRECTOR Paul M.

ART DIRECTOR Tiffany F. 

COPY WRITER Sameer N.