Business video is often where the greatest challenge lies; how to create a compelling narrative around a seemingly dry subject. And subjects don’t come much drier than photocopying. Amidst the more glamorous winners such as Hyundai and Sony, the Xerox film stands out as a great example of a good visual idea combined with strong storytelling with emotional resonance.
The film uses Xerox’s iconic copier paper to build a narrative about how technology is making life simpler. Its marketing message is how Xerox has transformed itself from a copier company into a leading business service provider. To date, it’s had over 650, 000 views on YouTube. Not bad for a business video on a dry subject that – unlike some of the other winners – clearly didn’t have an astronomical budget.
So congrats to Xerox, a worthy winner. We’ll never think of you as just a photocopying company again. See, it worked on me!