When it comes to business, there are really only two ways to do things:

The easy way and the hard way.

A few decades ago, Staples very simply visualized the easy way. They showed all the printing and office solutions they offered by creating the “Easy Button.” And this positioned Staples as the place to go for any and all office needs at the push of a button. 

Fast forward a few decades, and Staples is now so much more than just office supplies. The problem was that people didn’t know that. So we needed to reintroduce Staples as the go-to partner for businesses who needed solutions from shipping and inventory management to janitorial and break room snacks, and needed them all in one place.

So to show Staples understands all the problems that operation directors face on a daily basis, we took a page from their past and created the “Hard Button.”

The Hard Button campaign was a way to visualize all the difficult operational details and snafus that can plague businesses of all sizes. By proving that Staples understands these issues, we also reminded everyone that Staples was the partner for simple solutions to complex problems, thanks to the Easy Button.

Because why do it the hard way when you can do it the easy way?