Campaign: OfficeMax launch INPlace by Peter Walsh
Team: OfficeMax (Naperville, IL), Elm PR (Charleston, SC), and Dig Communications (Chicago)
Duration: April 2009
Budget: less than $150,000
Overview
With the launch of [IN]Place System by Peter Walsh, a new line of products to help consumers organize their work life, OfficeMax wanted to move away from being associated with sterile, big box supplies and target women with its stylish, affordable products – without reverting to sexist stereotypes.
Strategy
When launching [IN]Place System by organizational expert ...