Hasta La Creative!

While the TV portion of Office Depot’s campaign taps into the humorous side of back-to-school, a social media supplement featuring real parents and their children focuses on the emotional aspect of wanting the best for kids.

“We’re delving into insight that’s relevant in summer, that fear that most parents have of kids checking outit allows Office Depot to be the backdrop,” said Ms. Gutierrez. She said spending on the campaign is comparable to last year. The 1,800-unit chain spent $17 million on measured media in the U.S. between July and September of last year, according to Kantar Media.

While McCann handled creative duties, APCO was tasked with PR strategy. The media agency is UM.

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