"We’re no longer just a destination for office supplies and back to school."
Officeworks has launched a TVC, encouraging Australians to start something, no matter what it is in their life, set to the iconic track ‘This could be the Start of Something Big’ featuring local vocalist Sahara Beck.
The TVC developed in partnership with AJF captures the moment Australians all feel when starting something new, at any age, and how although it might feel small in the first instance, it can lead to exciting opportunities and possibilities. It shows that the push of a pen, the touch of a key or the dip of a brush could just be the start of making bigger things happen.
The campaign for the first time also reveals Officeworks’ new refreshed logo which retains the iconic blue background and red dashes, part of a broader brand refresh currently underway to update the Officeworks brand across every channel.
Officeworks stores in Chadstone, Box Hill and Cranbourne are among the first to have the new logo, with further plans for the roll out across the 167-store network.
Officeworks General Manager Marketing & Insights, Jessica Richmond: “Over the last few years and particularly throughout the pandemic, customers have told us that Officeworks’ role has evolved in their lives.
"We’re no longer just a destination for office supplies and back to school, rather we can help make bigger things happen through enabling Australians to work, learn, create and connect, wherever they are.
"Our brand update is about reflecting our changing role and this campaign aims to bring to life the insight that whether you want to start something, big or small, you can turn to Officeworks for everything you need to make that start happen.”
AJF Creative Director, Andy Jones: “We are very proud of the new campaign 'Start Something'. There's nothing like the feeling of joy and excitement that comes with starting something new. Whether it's a new business, a new school or just a fresh page.
"That's what we wanted to capture with the new films and campaign. No matter what form it takes, starting something is big to you, and Officeworks is there to help you make that start. It is a perfect next chapter of how Officeworks helps customers make bigger things happen.”
The Start Something campaign features two TVCs; one 30 and 15 second brand execution and one 30 and 15 second education focused execution. It is supported by a multi-channel national campaign running across TV, digital and social media, CRM, content, partnerships, Activation, earned media and in-store.
As part of the brand campaign, a PR-led activation, the Officeworks Create-a-thon, is inviting creatives - established and emerging - to enter an overnight creative challenge at their Chadstone store to compete for a $25,000 cash prize to help fuel their creative pursuits. The event will be hosted by the inimitable Flex Mami, with esteemed artists Beci Orpin and Darren Sylvester judging.
Officeworks credits:
General Manager Marketing & Insights, Jessica Richmond
Head of Brand, James Sterling
Head of Marketing, Sophie Smith
Advertising Production Manager, Melissa Pritchard
Agency credits:
Creative: AJF
Media: Initiative & Reprise
PR: Alt/Shift
Content: Medium Rare
