Best B2b Integrated Ad Campaign

Xerox is an iconic brand with a strong history of innovation in office technology, printing, imaging and workflow solutions. The challenge for Xerox is that, while people know the brand, they think foremost of its legacy as a copier company. The brand challenge is creating awareness about today’s Xerox, and how Xerox is providing mobile, digital and app-based technology and software solutions that innovate the way the world works. In January 2017, we launched a new Communications Platform – Set the Page Free – positioning Xerox at the intersection of print and digital, liberating workers, and innovating the way the world collaborates, communicates, and works. To bring this platform to life we decided to put our technology to the test in a first-of-a-kind program designed as an epic work collaboration. To make the project relatable and interesting to our B2B audience, 14 world famous writers and artists collaborated on a book about the modern workplace. This ‘epic collaboration’ would be powered by Xerox technology, software and apps – from project workflows to automated translation in 55 languages to creating a personalized ebook, and actually printing the final 200-page book on Xerox digital printing technology. We developed docu-style videos and podcasts all housed on an engaging website that would bring together the journey of book creation from beginning to end.

Contributors:

CMO:	Toni Clayton-Hine
VP Global Brand, Advertising + Media:	Barbara Basney
Director, Global Advertising + Paid Media:	John Fredette
Manager, Digital Advertising:	Linda Bandith
Global Advertising and Media Program Manager:	Kirsten Foulke
CCO, Y&R:	Leslie Sims
Creative Director, Y&R:	Fern Cohen
Creative Director, Y&R:	Margot Owett
VP, Account Managing Director, Y&R:	Britta Dahl
Partner, Senior Director, Wavemaker:	Laura Reilly

Y&R

Location: United States