BtoB's Best - Online Video: Xerox Corp.

Winner

Xerox Corp.

Agency: Y&R New York Campaign: “A World Made Simpler ... by Xerox” Launch date: April 2012 Creative credits: Exec VP-global creative director: Jim Radosevic; associate creative directors: Corey Rakowsky, Kleber Menezes; producer: Rob Beck; assistant producer: Craig Sklaver Why we liked it: Most people know Xerox for its copier business, but the company has expanded beyond that into a much broader array of business services. To help communicate what its brand encompasses today, Xerox used an online video featuring paper art to explain the many ways its products and services make the world simpler—from anti-counterfeit packaging for the healthcare industry to pop-up call centers that solve communications problems after natural disasters and technology that makes paying for public transportation easier. The paper-art animation proves engaging—it's hard to take your eyes off it—and it's a nice nod to the company's past. Overall, the video takes the marketing challenge of explaining a multifaceted brand and simplifies it—just as the company claims to do with its solutions.