Staples Canada is once again tapping the “Easy” button to show how it meets customers’ evolving needs across the B2C and B2B spaces.
On Monday, the retailer launched a reimagined version of its “That Was Easy” platform to mark the 20th anniversary of the original campaign that introduced consumers to the “Easy” button.
The new TV spot, brought to life with Bensimon Byrne leading creative, puts forth how Staples and its staff can help families conquer their to-do lists and focus on meaningful life moments.
“We’re not just reviving a nostalgic part of our brand – we’re redefining easy,” Staples Canada CEO Rachel Huckle said in a news release. “This evolution represents our dedication to curating the right products, creating easy and enjoyable customer experiences and leveraging our expertise to help Canadians efficiently tackle their to-do lists and get back to what matters most – living.”
The work also introduces the “Staples Family,” which will feature in “That Was Easy” campaign elements as the year goes on, to build on the company’s growing emotional connection with young families.
“For many of us, the Staples ‘Easy’ campaign is still iconic. Our challenge was to bring new meaning in a time when life feels anything but easy” said Laura Robinson, managing director at Bensimon Byrne. “We wanted to acknowledge that oh-so-familiar sense of overwhelm to spark a moment of recognition, and then a breath of fresh air – that cathartic moment when you can get back to living.”
Staples says the new work reaffirms its brand promise to help everyday Canadians navigate their busy schedules through modern solutions such as the Kids Learn and Play program, its partnership with Amazon to accept returns and the Apple for Education initiative, which helps schools access technology tools.
Collaborators on the “That Was Easy” campaign, which will be running on TV, social media and OOH, include The Influence Agency (social and influencer), Mekanism (media buying) and Golin (PR).
