Why are labels so important? We force people into boxes that define their beliefs, sexuality and identity, forgetting that sometimes they can be fluid and interchangeable.
We wanted to turn Staples into an advocate for equality by showing that they support everyone – whatever identity they choose and whatever their sexual orientation. With a dose of irony from the label-stocking stationers, we prove that in fact, Staples don’t really care for labels at all. Because after all, we're all equals.