There’s a thrill about doing something creative. It gets a lot of people excited – 1 in 5 Australians to be precise. Some even take the next step and start a project. Advertising creatives don’t get to put off starting because of being judged or feeling they’re not good enough. But they do understand what the tug feels like. That’s one of the things that gives AJF Partnership’s film for Officeworks its power. The other, of course, is that it makes Officeworks more than a place to buy stationery for work or school.
Its aim is to inspire Australians of all ages do give a creative venture a go. The 30-second hero film is clearly based on “insider knowledge”.
Officeworks national marketing manager, Karl Winther, commented, “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.”
That support is included in the campaign. Officeworks is launching 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, Liz Tu from Letter Me!; Hillary and B.J from Cork and Chroma; rapper, poet and educator, Zohab Zee Khan; and illustrator, Ashley Ronning to make the videos. In addition, Officeworks’ website will feature videos with team members that explain specific features and benefits of the art range.
The artists will also lead free 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 the sessions, and Officeworks will get the chance to promote some of its art products.
Creative: AJF Partnership
Digital, Content, Performance Marketing and Social Media: Columbus
Media planning and buying: Initiative