Officeworks Dash World
Bringing the ‘Red Dashes’ to life
With competitors like K-Mart and Big W, Officeworks needed to create an entirely new retail world that was both consistent and flexible - something fun, built to last, and completely ownable.
The answer was right there under our nose… or more accurately, under our logo.
For years, the red dashes had just quietly sat there.
But what if the could do more than that? What if they could help people ‘Do Their Thing’?
Creating Dash World
In the Officeworks Dash World we turned our red dashes into physical objects that could moved around, stacked, organised, climbed on and drawn on. Creating the perfect stage for real people interact with our products in a fun, joyful way.
To achieve this, we shot our campaign at NantStudios an LED volume stage the Mandalorian was filmed. Obviously our retail campaign was just as much of a big deal, but we didn’t just pick it for the star-cred. It was the perfect way to bring a world that had to feel expansive and integrate large 3D elements like our dashes, price points and other supers seamlessly - in a uniquely Officeworks way.
Back To School
We kicked things off with Back to School, the biggest retail moment for Officeworks, across all major ATL channels. At the start of each spot, we’d give the kids a prompt - like going on a treasure hunt or having the ultimate crafter-noon - to ensure the action never felt staged or sterile.
Meanwhile, the flexibility of the Nant Volume Stage allowed us to blur the lines between what was and wasn’t real, creating large floating supers or entire rooms that didn’t exist, all without ever getting in the way of the action.
TV
Social
OOH
Christmas
No prizes for guessing what the second-biggest retail period for Officeworks is. Christmas served as the perfect follow-up to the world we created, as we were now able to introduce different age groups into the action.
Meanwhile, the beauty of Nant’s Volume Stage allowed us to change the colour of our world with the flick of a button and cue Christmas with a huge present tree - without having to stack a single present.