Zappos: n'est pas une box
Love the convenience of online shopping, but hate accumulating all the boxes? Zappos has an idea. The Las Vegas e-tailer recently kicked off its #ImNotABox campaign. (Love the name, makes me think of René Magritte’s “The Treachery of Images.”)
The Zappos’ campaign features special-edition white boxes printed inside with tips and templates for turning the box into a “smartphone holder, a children’s shoe sizer, a geometric planter and a 3D llama.”
The company will begin shipping orders in the new boxes on June 1. Zappos hopes to encourage customers to reuse the boxes, “channel their creativity and to literally think outside the box.”
“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, Zappos’s in-house experiential campaign division which focuses on “creating storytelling movements.”
“Not only do we want customers to know we genuinely care about their needs, but we also hope to inspire people to become the best version of themselves and to see the world with a new perspective,” Smith said. “We want people in the end to say, ‘I’m not a box.’”
The e-tailer also partnered with creative collective production company Variable to create a two-minute film called “Box Home,” which follows the story of a child who builds a temporary shelter for a homeless man using household materials.
