Work, Schmork.

This video definitely starts out with the typical conception of an office environment. Hardly humane cubicle/work areas for individuals to work like zealots all in the favor of their head-honcho: the Boss. Shades of gray proliferate through the office. The typical office, at least. Fluff is not necessary for office workers, where clients often do not loiter. Office is for workers, and workers only need work in order to work. But from this kind of scene, what happens when a few employees explore their creativity and sense of humor in... dun dun dun!! the office?

  Perhaps this is why this office video was also highly entertaining.

Life is beautiful. Work can be too.
This is OfficeMax's tactic in trying to change the common conception about the drabbiness that is the workplace. Rather than marketing themselves as a company that just sells office supplies, OfficeMax wants to tap into the perspective of the employee-- OfficeMax understands what you go through on a daily basis.

Here is another way OfficeMax works to use designers to create an appealing workplace, bringing design and nature into the prison-like gray workspace. If you click on OfficeMax's website now, it simply says "Work with us", a clever line after it was able to differentiate itself from the office supply industry. Another way OfficeMax was able to do this was by connecting itself to Fashion Week. Surprisingly enough, this attempt proved to be successful. OfficeMax staged a chic work lounge during Fashion Week, bringing a desired working space for the people to lounge and take care of business. People would go to the "office" to relax, while getting some work done! By linking its company to another industry that people would not have otherwise thought would go together, OfficeMax was able to stand out and lure future clients.

Clever. Check out an interview with Bob Thacker, the Senior VP of Marketing and Advertising for OfficeMax during the time of this campaign