Officeworks inspires Aussies to get creative in newly launched campaign via AJF Partnership

Screen Shot 2018-04-05 at 9.39.08 am.jpgOfficeworks is this week unveiling a new campaign via AJF Partnership, designed to inspire Australians of all ages and skills levels to try a new creative venture or re-ignite an existing creative passion.

The campaign kicks off with screens advertising, which sees a 30 second brand ad run across TV, cinema and Facebook, encouraging people to forget the excuse, problem, barrier or fear holding them back from expressing themselves creatively and just make a start.

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Says Karl Winther, national marketing manager, Officeworks: "It doesn't matter how or why people do something creative. The personal journey of discovery and fulfillment is the reason it's worth doing.

"This campaign is about both telling and proving that Officeworks is here to support our customers make bigger things happen through their creative pursuits.

"Our research found that four in five Australians would like to use their spare time more productively, with one in three wanting to start a new hobby. Our unique product offer across stationery, art supplies and technology at every day low prices supports customers to find and explore creative pursuits that can drive personal fulfilment."

To accompany the screens execution, Officeworks is also set to launch a series of 'how to' content on YouTube, focused on educating art enthusiasts on topics such as calligraphy, painting, drawing and creative writing.

The retailer has partnered with artists to help bring the video content to life, including Liz Tu from Letter Me!, Hillary and B.J from Cork and Chroma, rapper, poet and educator Zohab Zee Khan and illustrator Ashley Ronning. In addition, Officeworks' website will feature videos with team members that talk to the specific features and benefits of the art range.

The artists will be replicating the tutorial-style video content for in-store classes called 'Love to Learn', which will run every weekend from May at Officeworks stores across the country between 11am-12pm. Customers will learn different creative skills in these free sessions, whilst playing with some of the quality art products available in-store and online at Officeworks.

The in-store classes and online videos are examples of Officeworks every channel approach at work and highlight another way the retailer is helping its customers make bigger things happen, supporting them to be more creative through its price, range and service offer.

Creative: AJF Partnership
Production: Collider
Digital, Content, Performance Marketing and Social Media: Columbus
PR: Haystac
Media planning and buying: Initiative
CRM: Track/AKQA
UX: Tribal

7 Comments

Comment said:

Hell yeah!! ads ads ads!

Mr brown said:

Nice work. Last few have been solid.

Brad said:

Good.

Ted said:


Maybe AJF should go to Officeworks

"You'll never know where creativity can take you" said:

Lol, hopefully not to AJF's creative department.

Hmm said:

It’s Officeworks not the fucking Bauhaus

@hmm said:

what a dumb comment.

Officeworks has loads of stuff used by people who want to make, paint, stick, create etc

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