Motion Design & Animation
- Cream Studio
- Rian/Hunter Production
- Kera O'Bryon
- Brand Strategy
- Concept Development
- Campaign Execution
- Creative Direction
- Art Direction
Smart Move. Smart You.
Introducing the smart alternative to traditional moving and storage. Serving 60 million residential and commercial customers nationwide, SMARTBOX came to us looking for differentiation in a saturated market of sameness. We developed a strategic positioning to set the brand apart, stylishly executed through an upbeat creative campaign. A portal to a world of simplicity and convenience, SMARTBOX empowers people with an easy moving and storage solution. Goodbye stress... hello smart!
Stills from the TV spot
Instead of the typical lifestyle imagery seen in the moving and storage category, we developed an aesthetic approach wholly unique and solely ownable to SMARTBOX, beautifully brought to life by our animation partner.
Creating a world less grounded in reality and more abstract in nature allows SMARTBOX to stand out among the competition – strategically and aesthetically. This approach also gave us more creative license to address the pain points of moving and storage, while also having some fun.
The brand’s bold colors paired with simple, graphic shapes and clever sound design set a whimsical tone. Photography of household items play up the emotional side of moving and storage, from furniture and sports equipment to family heirlooms and beloved toys.
Throughout the spot, kinetic type emphasizes key words to build the brand’s language delivered by a friendly, relatable voiceover. The overall style feels modern, hip, and unexpectedly elevated.
In creating a positive association with one of life’s stressful experiences, SMARTBOX becomes top of mind. When it comes to moving and storage, it’s not about choosing wisely, it’s about choosing SMART.
The campaign recently launched in a Houston test market. Data has not yet been collected on the efficacy, but this strong foundation is set to increase brand awareness and build brand equity. We believe the success of SMARTBOX will be driven not just by its offerings, but by the fact that customers will inherently feel smart for choosing them.
Our experience with EVERGIB has been terrific. Rachel played an essential role in bringing our brand campaign to life, providing a clean, coherent voice for our brand. Brian took the strategic vision for the brand and converted it into a unique aesthetic. The outcome was a very smart (pun intended,) nuanced vision for what SMARTBOX is, and can become. We look forward to working with EVERGIB in the future.
— James “Dusty” Rhodes, Vice President & Operations Manager, SMARTBOX