Brother promises “More Time for Life” in new European campaign
Brother has launched a new campaign across 15 European countries to showcase its inkjet printers for small business and home office customers.
At its heart is a simple promise: Brother inkjet printers give you “More Time for Life” — because when the work is done faster and better, there’s more room for the things you truly love.
The campaign kicks off this week with activity spanning connected TV, digital, social, DOOH and streaming platforms. Three cinematic short films — directed by industry-renowned filmmaker Glenn Kitson — bring the idea to life in loud, bold fashion.
First out of the gate: a fashion designer turned lucha libre wrestler.
“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.
”Glenn Kitson, filmmaker and director
Bringing work-life balance to life
The campaign was masterminded at Brother’s European HQ in Manchester, with lead agency DEPT® responsible for both creative and media. To handle the vast number of campaign assets, DEPT® harnessed creative automation, ensuring consistency at scale without compromising on quality.
“More Time for Life” reflects today’s desire for a healthier work-life balance. Each story contrasts everyday office scenarios with playful, unexpected hobbies — from lucha libre wrestling to punk band trumpet-playing — showing how Brother inkjet printers’ reliability and speed free people to enjoy more of what matters outside work.
“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 message that’s relatable to everyone: these printers just work, so you can get back to living.
”Tina Blech, Creative Director at DEPT®
“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.
”Matthias Schach, Director Brother Europe – Sales & Marketing
A vision for more than just work
Backed by a multichannel media push across 15 countries, the campaign marks a significant step in Brother’s ambition to grow its inkjet market share and match its authority in the laser segment.
Credits
Director
Glenn Kitson
Production Company
RadicalMedia Berlin
EP
Gernot Jurisch-Navarro
Producer
Benno Schoppmann
Dennis Czaja
DOP
Natasha Duursma
Production Designer
James Middleton
Agency
DEPT®
Creative Director
Tina Blech
Senior Agency Producer
Katie MacDonald
HoP
Natalie Price
Principal PM
Milena Trottnow
Head of Design
Sönke Schürmeier
Service Production Company
Münchhausen
Editor
Beth Roberts
Edit House
tenthree
Producer
Maya Kilic
Post Production
Rascal
Colourist
Tim Smith
VFX Artist
Antonio Jimenez
Producer
Lisa Fox
EP
Jenna Le Noury
Sound
Killer Crab Men
Photographer
Marija Mihailova
Retouching
Nitty Gritty Berlin
