Company: OfficeMax Incorporated, Itasca, Illinois
Company Description: OfficeMax Incorporated, one of the largest office supply distributors in the U.S., offers retail and B-to-B product solutions. With more than 1,000 stores and numerous customer service and distribution centers, the Illinois-based company serves customers ranging from individuals to multinational corporations in the U.S., Canada, Mexico, Puerto Rico, U.S. Virgin Islands, Australia and New Zealand.
Nomination Category: Advertising
Nomination Sub Category: Best TV or Cinema Ad

Nomination Title: OfficeMax Holiday TV Ad - "Santa's Helper"

   1. The date in 2004 on which this nominated ad was first run, aired, or otherwise made public:

November 22, 2004

   2. Briefly describe this nomination’s communications objectives and how it met those objectives (up to 100 words):

The objectives of the commercial were to help potential customers understand
OfficeMax to be a destination of choice for holiday shopping when consumers
don’t naturally think of an office supply superstore as a holiday shopping
destination, and to build more momentum behind the ongoing and Emmy-
nominated RubberBand Man campaign in a fresh, unexpected way. The holiday
microsite had almost 61,000 hits the day after “Santa’s Helper” first aired and has
received approximately 20,000 hits per day since that time.

   3. List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City: DDB/Chicago
Client: OfficeMax Incorporated
Art Directors: Brian Billow, Bruce Ritter and D.J. Webb
Creative Directors: Don Pogany and Vinny Warren
Director: Chel White
Music Producer/City: Spank! Music/Chicago, IL
Photographer/City: Mark Eifert
Producer: Paul Gunnarson (DDB), Ray DiCarlo (BENT)
Production Company/City: BENT Image Lab/Portlant, OR
Copywriters: Vinny Warren, Tim Nichols and Keith Tutera