BOCA RATON, Fla. — Office Depot has unveiled the next phase of its anti-bullying collaboration with pop group One Direction. The retailer will offer a limited-edition collection of back-to-school products and donate a percentage of sales to anti-bullying education.
One Direction band members are lending their faces and names to the campaign and encouraging students to “live nice” via the exclusive collection. The collection features the band together with inspirational words chosen by each band member. Consumers can use augmented-reality technology embedded in the Office Depot mobile app to make those images “come to life” and to unlock exclusive video content of the band.
“The collection is meant to bring awareness to the anti-bullying effort,” states Bob Moore, EVP 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 three-ring binders, spiral notebooks, a five-pack of pens, composition notebooks and memo pads, as well as decal sets, wristbands and nail polish in the custom campaign colors. All products are priced under $10, with most under $5 so the retailer can reach out to as many students as possible.
"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 the larger “1D + OD Together Against Bullying” campaign, 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.