Outdoor and newspaper ads hyping OfficeMax's Ink Refill Program are, in the words of DDB/Chicago CD Vinny Warren, "sexy in an unsexy category." The Ink Initiative, as it's known, features OfficeMax ink filling station kiosks, which "will enable consumers to refill empty ink cartridges at up to 50% savings over buying a new cartridge," according to the company. It's the first step in an effort to provide customers "with a total ink solution spanning the purchase of new ink cartridges, the refilling of empty ones and the recycling of ink cartridges that have reached the end of their useful life." OfficeMax senior VP-marketing Bob Thacker says the company "is taking a different strategy, assuring consumers that we'll be there for the entire life cycle of an ink cartridge. What better way to say that than using the life-lasting art of the tattoo?" So tat cat Todd Holloway (see www.independenttattoo.com
) created watercolor versions of tattoos on paper, which were married to the photography of fashion/beauty shooter Daniela Federici (www.danielafederici.com
). "The combination of Holloway's amazing tattoo art and Federici's photography is not what you'd expect for what is essentially an office supplies promotion," says Warren. We can only hope this pushes Staples to get into piercings.