Zappos' Debuts a Shipping Box That You Can Turn Into Fun, Useful Things

Campaign Also Features Moving Film

By Alexandra Jardine. Published on May 25, 2016

Editor's Pick

Zappos is encouraging people to think "out of the box" with a new limited edition delivery box and a campaign heralded by a moving TV commercial.

Customers whose orders are packaged in the standard-size Zappos box throughout June will receive their order in a special package that includes goodies, along with instructions for unique ways to repurpose the box into things like a child's foot measure, a smartphone holder, a geometric planter and a 3D llama.

The campaign, taglined "I'm Not a Box," kicks off with a commercial by creative collective Variable, in which a little boy sees a homeless man living out of a cardboard box, and comes up with some creative cardboard designs of his own to help him out. He uses a Zappos box as well as paint from the garage, a houseplant and a shower curtain. The full film will run digitally, with a cut-down version running on cable TV in selected U.S. cities.

The wider campaign, created in-house at Zappos, is designed to cencourage people to think "outside the box" -- as per Zappos' own company culture. To that end, customers are invited to share their own box ideas at the I'm Not a Box website.

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May 25, 2016
Creative Director:
Kelly Smith
Creative Director:
Tia Zuniga
Art Director:
Derrin Hawkins
Production Company:
Lloyd Lee Choi
Lloyd Lee Choi
Director of Photography:
Jonathan Bregel
Creative Art Director:
Caitlin Van Horn
Executive Producer:
Tyler Ginter
Head of Production:
Alex Friedman
Supervising Producer:
Paige DeMarco
Jon Simonetta
Production Supervisor:
Danny Hillman
Production Designer:
Joseph Sciacca
Prop Master:
Curtis Oliveria
1st AC:
Jared Knecht
2nd AC:
Rocco Campanelli
Jeff Levine
Brad Burke
Key Grip:
Mark Boucher
Sofija Mesicek
Sofija Mesicek
Sound Mixer:
Turner Curran
Sound Design:
Defacto Sound

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