Make Now Work:
A New Campaign
for a New Time
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Background
Drive meaningful brand reappraisal—in the midst of a pandemic
In January 2020, Code and Theory was selected as Xerox’s Creative Agency of Record. Our first assignment was formidable. Although Xerox has been innovating the workplace for over a century, they are undeniably known for their hardware, not their software and solutions. The reality is that Xerox is remarkably well positioned to help businesses across the globe tackle many of the new, complex realities of the current climate. Our task was to communicate this fact quickly, and with just the right tone.
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Solution
Articulate how Xerox helps the workplace adapt to change
We created a campaign that personifies now. NOW is demanding. NOW has its own needs. NOW shouts, juts, bucks, bruises and insists on change. But for those who face it, NOW also presents new opportunities.
Xerox can help businesses digitize analog processes to draw new ideas from data—enabling leaders to make decisions that are proactive, not reactive. With information accessible in new ways and workflows more automated, companies can power up the truly flexible workforce that NOW requires. Finally, Xerox can help companies personalize customer experiences, both in person and online—at scale.
As a company, Xerox needed to communicate this breadth of solutions, with creativity, empathy and urgency. Because its people, products and services can help businesses of all sizes to look NOW in the eyes and make it work.
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Conclusion
A new way forward for Xerox
Xerox is much more than in-office offerings, and in shaking off the copier stigma, Xerox needed a campaign that is unexpected. We designed a new brand expression that is unexpected, yet inextricably Xerox, through modern, warm illustrations and animations.
The campaign experience is digital-first and content-led. The work is rooted in robust employee engagement and pushed out across an ecosystem through strategic paid media and partnerships. The hero video is an animated anthem. The social tells stories, heroes proprietary stats and introduces diverse thought leaders. This is just the beginning of our collaboration with Xerox, and we could not be more excited for all to come.
