Mead Five Star makes the most popular school notebook; their products are also the most expensive. How do you convince teens and their parents that Five Star's quality is worth the extra cash?
You start with the number-one percussion team in the U.S., replace their drums with Five Star school supplies, and then add a percussion track created exclusively with sounds generated by Five Star products. The resulting 30-second spot ran on MTV and Nickelodeon. The campaign was extended to banners, games, Facebook, YouTube, and print.
Agency: Ryan Partnership