The medium is the message: we convinced prestigious newspapers (a ‘Dinosaur’ medium, compared to online) to run the first-ever franchised, weekly comic strip for Office. We used a cast of dinosaur characters in a comic strip format. The Office message, in an otherwise serious environment, was refreshing and especially impactful.

According to Starch research, the Office “Comic Strips” (a 1/4 page ad) in the Wall Street Journal and New York Times out-performed full page advertisers in recall by an average of 10%, at only a fraction of the cost of a full page colour ad.