Big Yellow Self Storage has attempted to challenge perceptions that the company only provides large storage space with a digital and out-of-home campaign created by CHI&Partners.
To promote the smaller offerings CHI creative directors Danny Hunt and Gavin Torrance have created ‘Big Yellow Does Small’, a series of digital and out-of-home posters showing very large characters squeezed into small shapes.
“Our aim was to create a campaign that disrupts the market and challenges the status quo in the self-storage category. We wanted to find a way of representing small spaces in an interesting and entertaining way,” said Hunt and Torrance of the creative.
The work, which features illustrations from RM2 and Debut Art’s Matt Dartford, will run across digital and static out-of-home sites in London as well as digital media nationwide.