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Container Store: Where Space Comes From by Preacher

Agency: Preacher
Date: Jul 2018
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The Container Store is committed to helping customers accomplish projects, maximize space, and make the most out of their homes. This summer, as the brand celebrates its 40th anniversary, it is launching a new brand campaign that brings this philosophy to life.

The brand’s new tagline 'Where Space Comes From' taps into the universal truth around the struggle to overcome the space issues that plague us all. From kitchens, to garages, to closets, making the most of our space can feel like an insurmountable feat if we don’t have the right support. These practical challenges are presented as the grand quandaries they can often feel like in our lives.

Featuring everyday people facing the challenges of space, the campaign concept, created in partnership with agency of record, Preacher, comes to life in a series of humorous 30-second spots launching on national cable, local broadcast and streaming video. In addition to these spots, bite-sized videos will exist online, along with a robust push of the creative idea through out of home, radio, and in-store signage.

This new campaign comes on the heels of the brand launching its Next Generation store in Dallas revealing a new architectural design, merchandising strategy and unique digital resources that make it easier for customers to accomplish their storage and organization projects for a true omnichannel experience. The innovative new concept will serve as a test and learn environment to determine elements for eventual rollout to new and existing locations.

Credits

Spot Titles:

Open Space :30/:15

Proper Approach :30/:15

Trapped in the Void :30/:15

Unexplained Disappearance :30/:15

Client: The Container Store

Chief Marketing Officer: Melissa Collins

VP of Marketing: Felipe Avila

Creative Director: Ryan Jones

Agency: Preacher

Chief Creative Officer: Rob Baird

Chief Executive Officer: Krystle Loyland

Chief Strategy Officer: Seth Gaffney

Creative Director: Jason Ambrose

Brand Director: Katie Gibson

Copywriter: Susannah Sodergren

Art Director: Stacie Larsen

Copywriter: Mark Donnelly

Copywriter: Gabe Long

Art Director/Designer: Sally Franckowiak

Strategy Director: Marika Wiggan

Executive Producer: Stacey Higgins

Producer: Tara Leinwohl

Business Affairs: Carianne Humpal

Production Company: Gifted Youth

Executive Producer: Dal Wolf

Director: Fatal Farm

Head of Production: Anthony Ficarola

Line Producer: Talbert Morton

DP: John Peter

Casting: Mel & Liz Casting

Edit House: Cartel

Executive Producer: Lauren Bleiweiss

Producer: Greer Bratschie

Editor: Ed Line

Assistant Editor: Josh Miller

Music: Human

Mix: TBD Post, Dusty Albertz

Finish House: TBD

Online Producer: Kate Eads

Online Artist: Dennis Valk

Colorist: Marshall Plante, Olio Creative

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