Officeworks shows Australians it understands small business journeys in new ad

Officeworks its telling Australians it understands the journey of small businesses in its latest campaign.

The ad shows a man watching small business owners go through the stages of setting up their businesses.

He stands in the background of people as they start putting together their “small idea” or “passion”, finding a “niche” and “window of opportunity.”

The man continues to watch the owners as they open up their businesses and start a website, before acknowledging “suddenly, you’re not so small anymore.”

Officeworks’ latest ad is by AJF Partnership, and was built on the insight running a small business is a ‘unique’ journey.

Mumbrella understands the new campaign was not a diversity brief, the casting was a collective decision by the director, agency and client based on best performance.

The work aims to inspire and support small businesses, by showing how Officeworks helps in its small way as the provider of office products and tools.

Officeworks’ new work is supported by WorkWise, which aims to help small business owners with the challenges they face running a day to day business.

Karl Winther, Officeworks’ national marketing manager said the brand hopes to “inspire and support Australian small businesses.”

“No matter where small businesses are on their journey, through providing the Widest range, Lowest Prices and Great Service via a compelling Every Channel offer, Officeworks offers all Australian small businesses the essential tools that help them unlock their version of success,” Winther said.


  • Agency – AJF Partnership
  • Executive Creative Director – Andrew Foote
  • Creative Director – Michael Skarbek
  • Senior Copywriter – Sandra Galiazzo
  • Senior Art Director – Dillon McKenna
  • Senior Producer – Susannah George
  • Group Account Director – Susan Bird
  • Account Director – Xavier Hogan
  • Production Company – Revolver
  • Director – Pete Baker
  • Production Producer – Alex Kember
  • Cinematographer – Shelley Farthing-Dawe
  • Post Production – Jon Holmes
  • Colourist – CJ Dobson
  • Music – Otis Studios: Alex Gomez & Lukas Farry
  • Sound – Final Sound
  • Media agency: Initiative
  • PR agency: Haystac
  • Social media and performance agency: Columbus
  • Digital and content agency: DT
  • CRM agency: Track

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.