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.
https://www.youtube.com/watch?v=aKrm-gRQzTg
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.
Every young person in Australia should be an independent film maker; if they’re not already.
Bottom of the credits lists for the brand agency, ouch. Bet they’re over the moon with this sort of tactic.
Branded content series? It’s a 2-minute TVC?
what sort of tactic? what if AJF didn’t deserve top billing or anywhere near it, for this idea?
care factor zero
Aussies still aren’t sure what branded content really is. This is basically just a TVC sans media placement.
I think Aussies know what branded content is, and there are several media providers doing a really good job of it.
Unfortunately it’s a much slower process for big brands to fully relax into the idea of true branded content (despite buying into the initial idea) without freaking out and wanting more & more product crammed in….inevitably making the final cut more similar to a TVC.
Despite this i think this is a really lovely piece of content that is beautifully shot.