Where Space Comes From
The Container Store’s first brand campaign taps into the universal truth around the struggle to overcome the space issues that plague us all.
Brand Strategy & Positioning
Internal Creative Lead
Agency Selection & Collaboration
Storytelling & Script Direction
Ongoing Marketing Support
MY ROLE
Overview
The Container Store is committed to helping customers accomplish projects, maximize space, and make the most out of their homes. As the brand celebrates its 40th anniversary, it is launching a new brand campaign that brings this philosophy to life.
The brand’s new tagline 'Where Space Comes From' taps into the universal truth around the struggle to overcome the space issues that plague us all. From kitchens, to garages, to closets, making the most of our space can feel like an insurmountable feat if we don’t have the right support. These practical challenges are presented as the grand quandaries they can often feel like in our lives.
Infinite space
Featuring everyday people facing the challenges of space, the campaign concept, created in partnership with agency of record, Preacher, comes to life in a series of humorous 30-second spots launching on national cable, local broadcast and streaming video. In addition to these spots, bite-sized videos will exist online, along with a robust push of the creative idea through out of home, radio, and in-store signage.
