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

Campaign Also Features Moving Film

Published On
May 25, 2016
I Am Not a Box (print)

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.


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

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