Sophie Chen
Jan 17, 2014

Brother ‘organises chaos’ in InstaVideo campaign

SYDNEY – Japanese office-products company Brother worked with The Works to create an InstaVideo campaign for a range of labellers in Australia.

The 15-second Instagram video, using stop-motion video, shows how Brother’s products help customers better organise at home, school and work.

Meagan Cignoli, a New York-based photographer and social-media influencer, shot the video for Brother. She specialises in creating stop-motion videos for Vine and Instagram. One of her six-second videos for US home improvement brand Lowe’s won a Cyber Cannes Lions in June last year.

The InstaVideo, supported by a print ad, will run across Cignoli’s social networks, as well as the Officeworks and Brother partner websites.

“Short-form video on social media is allowing brands to explore different production approaches,” said Paul Swann, creative partner at The Works.

“Australians are leading increasingly busy lives and are turning to solutions that help organise the chaos,” said Kelly Wilson, senior marketing manager at Brother. “This campaign illustrates how Brother labellers can achieve that goal in a fun and entertaining way.”



Agency The Works
Creative partner Paul Swann
Art director Leighton Edridge
Copywriter Nathan Bilton
Creative project leader Lisa Mackenzie

Related Articles

Just Published

2 days ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

2 days ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

2 days ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

2 days ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.