Officeworks shines light on small and medium businesses

29 October 2018

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

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Officeworks’ latest TVC pays homage to small businesses and the work that goes on behind closed doors to keep them functioning.

Officeworks has launched its latest TVC that puts the spotlight on small and medium businesses, recognising the significant role they play in the Australian economy.

The campaign, created by AJF Partnership and directed by Rob Stanton-Cook from Collider, is set around the frequently heard phrase “I’ll check out the back”. It offers a look at the work that goes on behind closed doors, what Officeworks’ national marketing manager Karl Winther calls the ‘engine room’ of Australia’s economy.

“Our insights tell us that small business owners are a motivated, optimistic and ambitious bunch that are focused on supporting their customers,” he says.

“Officeworks exists to help make bigger things happen for our customers, so we wanted to acknowledge the hard work businesses put-in and remind them we’re here to support them on their journey.”

This adds on to the small business podcast, Paper Cuts, launched by Officeworks in August 2018. Paper Cuts is a five-part series that shares stories of Australian small business owners who have all experienced, and survived, that ‘paper cut’ moment- the dreaded time when they were unsure if they could keep the dream alive.

The podcast joins the comprehensive range of supporting content Officeworks provides on Work Wise, a dedicated hub that provides small businesses with advice and resources and that has seen more than 400,000 unique views since 2016.

The ad will roll out across cinema, Facebook, YouTube and pre-roll over the next 12 months.

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