Reboxing Helena

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The Los Angeles office of Crispin Porter + Bogusky recently got into some unusual in-store packaging for a Borders DVD promotion. Part of a "buy four DVDs, get one free" deal, customers can assemble their own sets of DVDs and put them in themed boxes available in the store. For instance, there's the Dysfunctional Family box set, whose recommended titles include Cousins, Mommie Dearest, Nothing in Common, So I Married an Ax Murderer and Raising Arizona. Crispin CD Tim Roper explains further: "People like box sets but they're tired of finding lame, prepackaged five-DVD sets like The John Travolta Action Pack - two decent movies and then three crappy ones that reflect the bloated inventory that a studio is trying to clean out. How do we make people aware of this giant Borders selection, differentiate the brand and inspire them to buy five at a time? And how do we stay true to the CP+B philosophy that branding and retail messages should be indistinguishable? With free fold-your-own boxes that they can title themselves and decorate with primitive art. Hell, they can even come in and just take the boxes, we don't care. As long as we planted the seed in their mind of bulking up that library at home." The concept was supported by newspaper ads and e-mail, and Roper says it was a smash, with Borders selling nearly twice as many DVDs this year over last January.

Client: Borders Agency: Crispin Porter + Bogusky/L.A.ECD: Alex Bogusky CD: Tim Roper AD: David Steinke, Ben James CW: Robin Fitzgerald, Paul Johnson, Tim Roper Box Art: Beck Krajcir

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