Staples Australia use brands’ ‘Ts and Cs’ in campaign for highlighters

Staples Australia is using the terms and conditions of social platforms Facebook, Instagram and Apple’s iTunes in a campaign prompting people to use the brands’ Hype Highlighters to highlight “what’s important”.

Created by GPY&R and IdeaWorks Sydney, the campaign has dug through brand’s T&Cs, highlighting information consumers should be aware of.

Creative directors David Joubert and Bart Pawlak said:  “In a category that seems to attract a lot of creative communication, where it’s pretty hard to distinguish yourself based on product benefits, we’ve thought of a fresh way to at least charge Hype highlighters with a bit of personality. Beyond their functional role, we turned Hype into champions of the people.”

The outdoor campaign is complemented with a series of radio ads which convey the idea of highlighting what’s important through a monotone voice reading instructions and yelling the parts considered important.