Goal: Finding the spark of commonality for creating an integrated retail brand campaign that would shoot Newell Rubbermaid’s Sharpie, Goody and Rubbermaid products to the top of every back-to-school list.

We began with a strategic overview, mining purchase drivers for each of the consumer segments. Then we searched for what would be new and next in fashion, tech and pop cultural trends. The sweet spot was a trend toward futuristic, luminous and light-infused fun – a perfect play on kids heading towards a new year and new chance to shine. 

This omni-channel campaign gave three seemingly disparate brands the singular power to create planned events that performed across their marketing mix.  

Agency: Work performed for Anthem Worldwide
Strategic Planner: Ginger Smithwick
Creative Director: Kat Downend
Designers: Tiffany Budzisz
Copywriter: Kat Downend