Officeworks and AJF launch back to school TVC

2 January 2018

Creative Agency: AJF Partnership
Media Agency: Initiative (NSW)

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School is about much more than reading and writing, it's about confidence, friendships, dreams and more.

Australian office supplies retailer Officeworks has launched its 2018 'Back to School' campaign.

The new TVC, showing how school is more than mastering writing, reading and arithmetic, is by AJF Partnership, with its media planning and buying done by Initiative.

The 45 sec spot shows a child’s education journey from a parent’s perspective, watching them develop resilience, confidence, friendships and dreams as they take their first school step.

National marketing manager at Officeworks, Karl Winther, says the broader integrated marketing activity comes to life in print, radio, outdoor, catalogue, SEM, CRM, social media, PR, online, content marketing and cinema, aiming to drive customers in-store and online.

“We believe in the power of education and want to set children across the country up with the essentials to help them make bigger things happen,” Winther says.

For the fifth year, Officeworks will be supporting The Smith Family through its Back to School Appeal with a fundraising target of $300,000 driven through online donations and in the retailer’s 165 stores. The Officeworks Back to School Appeal aims to help build a better future for children in Australia.

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

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