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.