Officeworks introduces new range with branded content series featuring Gracie Otto

Gracie Otto is the first face of a new branded content series from Officeworks to promote its new stationery range X.

The series has been produced by sales house Ignite Media Brands and is running on pay TV channels including MTV, TV1, Studio, National Geographic and FX.

The branded content series features up and coming Australian creatives, such as Gracie Otto, musician and producer Danny Harley and textile designer and illustrator Edwina Buckley. The series explores each individual’s creative processes in an effort to emphasise the role of stationery in the ideas process. The content featuring Buckley will begin airing on the 17th with the content featuring Harley to begin airing on the 24th of Novemeber.

Officeworks national marketing manager, Karl Winther said: “Ignite Media Brands has been key in bringing X to life through the branded content series. We are really pleased with how this campaign has come together and are looking forward to seeing our customers connect with X.”

The series also features on pop culture website, Junkee with a four-part editorial series beginning this week as native advertising.

The campaign is supported by a social media execution using the #startsomething hashtag, PR, a dedicated section on the Officeworks website and a media buy across niche print publications and online.

Otto’s appearance in the series comes shortly after she the other side of the camera directing a piece for Westfield.


  • Director: Angus Gordon
  • Executive Producer Ignite: Luke McKelvey
  • Video production: Ignite Media Brands
  • Content production: Studio, Junkee
  • Artists: Gracie Otto, Danny Harley, Edwina Buckley
  • Media planning and buying: Initiative Melbourne
  • Digital execution: DT Digital
  • Public relations: PPR
  • Creative Agency Partner: AJF

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