Officeworks returns to wordplay for EOFYthing campaign

Officeworks has continued the long tradition of wordplay to celebrate the end of the financial year with its new EOFYthing campaign via AFJ GrowthOps.

The EOFYthing concept was first created in 2018 for the office supplies chain, reminding consumers everything they’ve bought at Officeworks could be a tax deduction.

Officeworks general manager of marketing, Jess Richmond, said the EOFYthing message is more important than ever this year, with so many people working from home.

“The EOFYthing theme has resonated well in previous years, and is now more relevant than ever with so many Australians working from home and looking to save wherever they can,” said Richmond.

AJF GrowthOps executive creative director, Andrew Foote, said the message was a simple one, which deserved to be communicated boldly.

“We have a simple message to get out, which can financially benefit businesses and individuals. That’s worth shouting from the balcony.”

Like a lot of businesses, AJF GrowthOps and Officeworks were forced to tweak the campaign to reflect the current social distancing restrictions and increased use of online shopping. The COVID-19 restriction-approved campaign will run throughout June across Australia.

The campaign will feature on TV, OLV, social, digital display, out of home, radio, press and in-store.

Campaign credits

Client: Officeworks

Agency: AJF GrowthOps
• Executive Creative Director: Andrew Foote
• Creative Directors: Sandra Galiazzo & Andy Jones
• Art Director: Rhyen Ellis
• Senior Copywriter: Nick Weller
• Senior Strategist: Rebecca Heard
• Group Account Director: Susan Bird
• Account Director: Catherine Nolan
• Account Manager: Lucy Riley
• Broadcast Producer: Claire Luongo

Production Company: First Floor Films
• Director: Oliver Waghorn
• Editor: Damian Capicchiano

Sound House: Final Sound


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