Best B2b Integrated Ad Campaign

Xerox was at a pivot point when they decided to split and re-focus their business back to the technology side. As a result, they sought out to re-position themselves as the new Xerox for their re-launch on January 1st, 2017.

While the company already carried a strong heritage in the copier and printing space, the goal was to emphasize their contemporary capabilities and expertise in the ever-changing workplace environment. In the end, they wanted to make themselves relevant again by showcasing some (likely) surprising ways they deliver new technologies and solutions to transform how people work.

To demonstrate this, Xerox launched a new communications platform anchored by the tagline, “Set the Page Free.” This platform embraced Xerox’s approach of liberating a user experience across multiple devices and platforms, helping communicate, connect and work via workflow solutions, apps, and software.

The first execution under the platform was, “Brother Dominic” which launched on January 4th with a :60 film on broadcast and online platforms. It was followed by the :30 cut down and a :120 “Special Anniversary” edition.

“Brother Dominic” was the perfect combination of a head-nod to Xerox’s history while reflecting the present and embracing the future. It pays homage to the iconic spot that aired 40 years ago on the Super Bowl but is reinvigorated with the modern technology and capabilities that Xerox has to offer.

Contributors:

CMO:	Toni Clayton- Hine
VP, Global Brand, Advertising and Media:	Barbara Basney
Director, Global Advertising and Media:	John Fredette
VP, Account Managing Director:	Britta Dahl
Account Director, VML:	Seth Galena
Y&R Account Team:	Arantza Urruchua, Susan Akinyi
Y&R Creative Team:	Fern Cohen, Margot Owett
MEC Media Team:	Laura Reilly, Breanne Loso, Michael Valentin
Y&R Production:	Mathieu Shrontz, Larissa Ananko

YOUNG & RUBICAM NYC

Location: United States