Officeworks and the launch of Native content

Officeworks partnered with Ignite to create content that explored the creative spaces and desks of Australia’s artists, designers, filmakers and musicians. We wanted to know their influences in the sometimes chaotic or controlled process of inspiration, and the tools they used to do so.

Brand Strategy produced 3 x 120″ inspirational films with filmmaker Gracie Otto, musician Danny Harley and illustrator Edwina Buckley. The content was also supported 60″ technical content that aimed to give likeminded Australian creatives tips on being successful in a creative field. Each piece ran across the Ignite network (including MTV, TV1, Studio, National Geographic) and accompanying websites.

To support the video content and effectively target 18-29 trendsetters we complemented the work with a native series on pop-culture site Junkee.com, which also included a fourth interview with cutting edge designers Toby and Pete. An additional sponsorship of creative job-platform The Loop saw the content pushed out through Australia’s premiere creative network.

The client reported an increase of 8% to target sales during the campaign period with this being the only ATL spend. My involvement in this campaign extended from concept creation, presentation development, media planning, producing, talent management, editing and client management. I also illustrated and wrote the storyboards for each piece.

Edwina Buckley 60″ How-To