OFFICE MAX: SWEATING THE SMALL STUFF

OBJECTIVE: Create an integrated campaign that differentiated OfficeMax and it's fun brand spirit from the competition.

BIG IDEA: Remember the fun of back to school shopping? Through a range of out-of-box and unexpectedly quirky outdoor, online and print executions we inspired consumers to have a little bit more fun with their office supply run.

Highlighting the day's breaking news

Cleaning buildings one eraser at a time

In this homepage takeover of the New York Times the Wite' Out finds and fixes an array of typos throughout the page before resolving its final message and returning the page to normal.