During the back to school craze, school supply brands scramble to have their products come out on top. This year, Mead prevails with this campaign. Instead of appealing to the parents, we chose to market straight to the children. This was done by creating relatable and childlike characters (illustrated in a style which looks like they were doodled by the children in the margins of a notebook) having fun while interacting with the notebooks. These playful ads, if positioned in stores and on products, would make children prefer Mead over other brands that seem boring or bland to them—they would want to have as much fun with their supplies as the characters are having.