The brand engaged Variable to create Box Home—a short film that captures the emotion and sentiment of the #ImNotABox movement.
Zappos.com is uniting its customer service values and out-of-the-box culture with the debut of its #ImNotABox campaign. The company has collaborated with creative collective, Variable, to create Box Home—a short film that captures the emotion and sentiment of the overall movement.
An ad which is almost two minutes long has rolled out across the brand’s YouTube and social media channels, with an abbreviated version scheduled to air nationally across select cable television networks. The #ImNotABox commercial depicts a young boy who mirrors compassion amidst adversity.
He extends compassion to a homeless man in his community constructing an innovative makeshift home comprised of various household materials. Shifting the focus away from shoes and clothing, the spot challenges viewers to ‘open up and look inside’ the Zappos.com box and themselves.
Meanwhile, the group will ship a limited amount of special edition white boxes from 1 June 2016 onwards. The offering brings customers in-demand products as well as includes a collection of template designs encompassing a smartphone holder, children’s shoe-sizer, geometric planter, and 3D llama.
“The Zappos box is our way of being there for our customers, wherever they are in life, as we provide them with the things they need and love. Every box has a unique story and purpose,” said Kelly Smith of Zappos THINK. The platform marks an in-house experiential campaign focused on creating storytelling movements.
