20 years ago, Staples made “easy” as simple as pushing a button for needed supplies. But today, Canadians navigate a far more complex reality, juggling hybrid work, digital tools, school demands, and the blurred lines between personal and professional life.
Once synonymous with office and school supplies, Staples risked being seen as a brand of the past. We didn’t just need to relaunch a campaign, we needed to redefine what “easy” means today, repositioning Staples as a modern partner helping Canadians manage the full spectrum of work, learning, and life.
We’re not just reviving a nostalgic part of our brand – we’re redefining easy … to help Canadians efficiently tackle their to-do lists and get back to what matters most; living.
– CEO, Staples Canada
In a world where technology enables us to do more than ever, it also makes it easy to become overwhelmed. And so, we relaunched “That Was Easy” for the new era, with a bold campaign illustrating how Staples can help Canadians crush their endless to-do lists.
To modernize the icon, we dialed up the fantasy that made the Easy Button famous, scaling it to match the pressures of today. Our cinematic spot turned an impossible to-do list into a towering spectacle, erased with a single push, delivering an instant moment of relief and freedom to get back to enjoying life.
We didn’t just bring back “easy”, we made it relevant again. The core idea extended across every touchpoint, positioning Staples as a familiar, reliable presence in Canadians’ lives. Digital activity alone increased purchase intent by 9 points, three times the category norm, while those exposed to the campaign were 1.5x more likely to search for the brand online. Overall, the campaign drove an impressive 86% brand recall, outperforming our closest competitor by 13%.
35 year high in brand recall
86% brand recall score
3× category-norm lift in purchase intent