Brother and DEPT break the mold with playful inkjet campaign

Brother has unveiled a new multichannel campaign to promote its inkjet printers for small business and home office customers, built around the promise of giving people “More Time for Life.” The idea: when work is done faster and better, there’s more time for the things that truly matter.

Created by DEPT and directed by acclaimed filmmaker Glenn Kitson, the campaign launches this week across connected TV, digital, social, DOOH, and streaming platforms. It features three cinematic short films that contrast everyday office routines with playful, unexpected hobbies — from a fashion designer turned lucha libre wrestler to a trumpet player in a punk band — celebrating the quirks and passions people pursue outside work.

Glenn Kitson, Filmmaker & Director: “It’s refreshing to work with an agency and client who are open to pushing things in terms of aesthetic, look and feel. I’m not into making ‘addy’ looking ads, and DEPT and Brother were open to that. Plus, they wanted something witty, which is always nice.”

DEPT handled both creative and media, deploying creative automation to manage the scale of assets across 15 countries without losing consistency or quality.

Tina Blech, Creative Director, DEPT: “The world of printer advertising isn’t usually bold, funny or culturally relevant. We wanted to change that. By celebrating the weird and wonderful ways people spend their time after work, we helped Brother stand out with a relatable message: these printers just work, so you can get back to living.”

Matthias Schach, Director Sales & Marketing, Brother Europe: “We’ve deliberately invested in stunning creative that is both beautifully crafted and a little out there. There’s life outside work, and there are many versions of us that make up who we are. A big thanks to Glenn and the team at DEPT for giving us such fantastic assets to play with. We want to shake up the market in Europe, and this campaign will do the trick.”

With a pan-European media push, More Time for Life represents Brother’s latest effort to expand its inkjet market share, complementing its long-standing strength in laser printers.

www.brother.eu

www.deptagency.com

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