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 anti-bullying education.
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.
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.