Office Depot partnered up with super-boy-band One Direction to take a stand against a gigantic problem — bullying (and yes, to sell some co-branded swag). Leveraging their young fans' willingness to share anything related to the band on social media, we raised awareness of the campaign to unprecedented levels.
The #Together campaign offered social sharing opportunities across all touch points. On the #Together microsite, fans could find and share information about education programs, gear, and the latest social media content. Fans could also use the images they shared using #Together to create a custom Facebook cover and social profile that would position them next to their favorite boy from the band. In-store, fans were able to take advantage of an augmented reality standee to create lifelike photos with the band or watch exclusive videos.
The results were outstanding.
Creative Direction: Terrence Morash
Design: Calvin Gohd
Copy: Anthony Galasso, Alana Massey