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