Officeworks asks kids what they want to be for new Back to School campaign

Officeworks has kicked off it’s Back to School campaign, reminding parents and students the holidays are nearly over and the office and stationery supplier is there to help “Australian students achieve their big ideas”.

The commercial, created by AJF Partnership, features Australian primary school kids being quizzed on what their future career aspirations are, ending with the tagline “No matter what your kids want to be, Officeworks has everything for every school kid at the lowest prices”.

Officeworks national marketing manager Karl Winther said in a statement: “The Back to School period is such an important one for parents and students as they look to set themselves up with the right tools for success at school in the new year.

“Through our Back to School campaign we are showing parents how we are making it easy for them to support their kids’ ideas, goals and projects, no matter how big or small.”

The campaign, which launched December 30 and runs through to February 16, includes a number of 15 and 30 second ads, sponsorships of the Australian Open Channel 7 TV broadcast, cinema, radio, press, outdoor and digital advertising with a PR and social media campaign complementing the main push.

Coinciding with the Back to School period, Officeworks partnered with education oriented children’s charity The Smith Family for the Back to School Appeal, which encourages Australians to drop off new school supplies or make a donation with all contributions going to the charity’s Learning for Life program.


  • Creative: AJF Partnership
  • Media: Initiative
  • PR: Haystac
  • Digital: DT
  • Search: Columbus

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