CHEP launches first major campaign for Officeworks
Officeworks has launched its 2023 back to school campaign, turning to students to share their hopes for the new school year in the first major work from CHEP.
The agency was appointed as Officeworks’s creative agency of record last April, in a move that ended AJF Partnership’s nine year run with the stationary brand.
The integrated campaign is spearheaded by a 60 second film that features 12 students from each year level, reflecting their different experiences preparing to return to school.
The wholesome student interviews seek to position Officeworks as the ‘ultimate back to school shopping destination’, with a voice over at the end of the spot serving to remind viewers of the retailer’s “product range, value and great service”.
Officeworks general manager marketing and insights, Jess Richmond said: “This back to school we wanted to celebrate all the individual feelings children have towards school, showing the natural moments of excitement, nervousness, and everything in between.
“Whether it’s starting school for the first time or entering high school and navigating the changing technology needs, Officeworks is here to help parents and students get everything they need at the best value and at low prices.
“Following recent years of uncertainty around returning to school, we hope our campaign brings joy and the promise of big things to come for all students on their education journey.”
CHEP deputy chief creative officer, Glen Dickson said: “Heading back to school fills kids with all kinds of feelings, hopes and dreams. It’s a big thing for them. Officeworks is the number one destination to get all set up for the exciting challenges and triumphs of all sizes ahead.”
The campaign launches across TV, BVOD, OLV, OOH, radio, digital and social media, alongside a CRM program, PR, influencer engagement and in-store activity.
Credits
Client: Officeworks
Creative: CHEP
Media planning and buying: Initiative
Digital: Reprise
Content: Medium Rare
Public Relations: alt/shift/
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