BOCA RATON, Fla.–(BUSINESS WIRE)–Office Depot (NYSE: ODP) today unveiled the next phase of its
anti-bullying collaboration with global music phenomenon One Direction,
introducing an exclusive offering of back-to-school products. The
limited-edition collection is now available at all Office Depot
retail locations nationwide and on officedepot.com.
A percentage of the products’ sales will be donated to support
Through music, One Direction band members have already brought happiness
to their fans’ lives, and now they stand together against bullying by
encouraging “living nice” through these limited-edition products. The
exclusive collection brings together striking images of the group (on an
array of back-to-school necessities) with inspirational words of
empowerment chosen by each member. The images on the products also “come
to life” using augmented-reality
technology embedded in the Office Depot mobile app, which unlocks
exclusive video content of the band.
“The collection is meant to bring awareness to the anti-bullying
effort,” states Bob Moore, Executive Vice President and Chief Marketing
and Merchandising Officer for Office Depot. “Through our back-to-school
collaboration with One Direction, we can truly impact both parents and
children in a positive way. Our hope is that these products will
encourage teens and tweens to be nice, confident, unique, original, and
true to themselves.”
The limited-edition back-to-school necessities include items like 3-ring
binders, spiral notebooks, a 5-pack of pens, composition notebooks, and
memo pads, as well as other collectible items like decal sets,
wristbands, and nail polish in the custom campaign colors. All products
are appropriately priced under $10, with most under $5 so all students
can participate and support the anti-bullying messaging in school.
“We’re really excited to partner with Office Depot and help spread the
anti-bullying message with our fans and students across America,” says
Liam Payne of One Direction. “Being right out of school ourselves, the
issue is fresh in our minds and we’re eager to raise awareness of this
subject and remind everyone about the importance of living nice.”
The collaboration is part of a larger campaign “1D + OD Together Against
Bullying,” which kicked off with One Direction’s U.S. concert series,
sponsored by Office Depot. At each concert, a 70-second video message by
the group encourages fans to join the campaign and help end bullying in
schools. More information about Office Depot’s collaboration with One
Direction is available at OfficeDepot.com/together.
The “1D+OD LIVE.LOVE.MOVE Together Against Bullying” integrated cause
marketing campaign and limited-edition product collection was created by
SEW Branded, a New York brand image and marketing consultancy.
Note: For video and b-roll footage, please go to http://socialpressofficedepot.com/.
For product images, please go to http://news.officedepot.com/image-lib
About Office Depot
Office Depot provides office supplies and services through 1,628
worldwide retail stores, a dedicated sales force, top-rated catalogs,
and global e-commerce operations. Office Depot has annual sales of
approximately $10.7 billion, employs about 38,000 associates, and serves
customers in 60 countries around the world.
Office Depot’s common stock is listed on the New York Stock Exchange
under the symbol ODP. Additional press information can be found at: http://news.officedepot.com
About One Direction
One Direction – Niall Horan, Zayn Malik, Liam Payne, Harry Styles and
Louis Tomlinson – were discovered by Simon Cowell on the U.K.’s “The X
Factor” in 2010. The band quickly gained a following to become one of
the competition’s all-time most popular acts, finishing in the final
three and garnering a gigantic and loyal fanbase along the way. In March
2012, One Direction’s debut album, “Up All Night,” made U.S. history, as
it was the first time a U.K. group’s debut album entered the U.S.
Billboard 200 chart at No. 1. The band has sold over 30 million records
worldwide. In November 2012, One Direction released their sophomore
album, “Take Me Home,” which includes the No. 1 single, “Live While
We’re Young,” and are currently on a sold-out world tour. One
Direction’s motion picture 3D debut movie “This is Us” will be released
nationwide August 30, 2013.