The Swingline Tot Stapler is small. And we like it that way. While trying to keep the clutter of our busy lives in check we discover that size truly does matter. Staying organized just got a lot easier.
Kelly is all about functionality. She wants a tool that can get the job done without slowing her down. This campaign implements the small but mighty strategy to convince people like Kelly that this little stapler can be a huge help.
How do you capture the benefit of a product that is conveniently tiny yet undeniably capable? And how do you communicate that benefit in less than a second?
Answer: By using a visual metaphor.
What's that?
You think this little ant is cool?
Just wait until you see the Tot Stapler in action.
No, the Tot Stapler does not grow into a tree. But with the amount of paper you are gonna be stapling with it...
You should probably think about planting one.
The Tot Stapler may not double as a self-defense weapon. But what it lacks in the sharp and pointy department, it makes up for in performance. With standard size staples and a 12 sheet capacity, this guy gets the job done in style.
As the Creative Copywriter for this project I captured the benefit of the Swingline Tot Stapler by crafting the "Small but Mighty." Strategy and creating visual metaphors to communicate this strategy with dynamic images. I kept the layout simple to emphasize the metaphor and used the copy to further explain the benefit and provide a call to action.
How do you get young singles excited about a tiny but mighty stapler?
Answer: create an interactive game on social media where you play as the stapler and compete against your friends to beat their high-score.
