Officeworks goes animated for 2021 Christmas campaign

Office supply store Officeworks has launched an animated campaign for its 2021 Christmas ad, titled ‘Santa’s First Stop’ via AJF.

The spot shows a claymation-style Santa shop at Officeworks for his Christmas gifts.

The 30-second spot begins with Santa shopping at Officeworks, before going down the chimney to give gifts to an elf, a child, Mrs Claus and Rudolph.

Officeworks general manager marketing, data and insights Jessica Richmond said: “We know Australians are very much looking forward to Christmas this year and the chance to spend time with loved ones. We hope our campaign inspires our customers to find the perfect thoughtful gift from our wide range of art supplies and craft, technology and gaming products or from our Print & Create services.”

AJF executive creative director Andrew Foote commented: “Even Santa wants to make sure that he’s getting gifts for his family that shows them that he knows them, so why wouldn’t he drop by Officeworks to pick a few choice things up? It was a great combined effort from Officeworks, AJF and Unlisted to bring some joy and fun to Christmas this year.”

The national campaign is on TV, radio, print, digital and social media, out-of-home, catalogue and in-store.

The campaign is supported by a partnership with Nine’s Lego Masters Christmas Special, which aired last Sunday to 804,000 metro viewers, a Snapchat Santa Game and Len and a ‘Guess the Gift’ social competition.

Also part of the campaign is the augmented reality (AR) photo with Santa which was also available last year, in partnership with Yahoo Creative Studios and Initiative.

A QR link to the AR photobooth with Santa

Of the AR element, Richards said: “With Christmas just around the corner we’re excited to help Aussies celebrate the holiday spirit right from the comfort and safety of their homes with this new activation. In the spirit of the season, it’s all about giving back and providing our customers with a truly enjoyable and memorable experience that they can share with family and friends.”

Yahoo ANZ head of strategic solutions Julia Edwards added: “To capture the attention of customers this holiday season, brands need to find new and immersive ways to engage and interact with audiences both online and in-store.

“This campaign for Officeworks does exactly that. Customers can safely continue their holiday traditions, grab a fun photo with Santa and Rudolf and have a unique shopping experience. More importantly from a marketers point of view, with Yahoo’s clicks-to-bricks attribution, we can actually track the direct impact and see who is engaging with the AR experience whether that’s converting into sales or footfall. It really is a win-win.”

Last year’s Officeworks’ Christmas campaign saw a campaign with two TVCs positioning Officeworks as a destination for gift-giving.

Some of the other major 2021 Christmas campaigns that have dropped thus far are Dymocks, Aldi, Optus, Australia Post, and Myer.

This article has been updated, including a comment from AJF and details about the AR component.


Creative Agency: AJF
Media Agency: Initiative
Social & Digital Agency: Reprise

Production: Unlisted

AR Credits:

Yahoo Creative Studios:

James Kavanagh – Snr Project Manager

Julia Edwards – Head of Strategic Solutions

Vartika Arora-Patel – Snr Sales Manager

Emmalee Fagerstrom – Snr Data Strategist


Leona Irvine – Digital Director

Georgia Phillips-Cron – Digital Manager

Harry Strugnell – Partnerships Associate



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