Officeworks: How big ideas became big business
Campaign details
Agency: AJF Partnership, MelbourneAdvertiser: OfficeworksAuthor: Pieter-Paul von Weiler, Brigitte Bayard and James SheardTotal campaign expenditure: $20 - 40 million
Executive summary
This is a story about how a new creative strategy shifted the course of one of Australia's biggest retail giants. By putting people's ambitions at the heart of its communications, Officeworks has changed in a very short time from being a brand known for only selling functional and practical products, to a brand that helps people achieve their big ideas.