Office Depot & One Direction Exclusive Back-to-School Products

ONe Direction - FrontFollowing its successful collaboration with Lady Gaga’s Born This Way Foundation Boca Raton-based retailer Office Depot has unveiled the next phase of its anti-bullying collaboration with global music one direction braceletsphenomenon 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.”

OD1D_BindersThe 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.

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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.