Container Store "Space Stories" Campaign

For our midterm assignment for our creative concepting class, my group and I were assigned with the task of creating an advertising campaign for a struggling business of our choice. We chose the container store. I came up with the concept for our campaign: "Space Stories." Based on our research, we observed that many people view organization as a daunting, stressful process, but hate what a messy space "says" about them to others. This observation informed our big insight: People want their space to reflect positively on them, but they don't know where to start when it comes to organization. Our solution for this problem was allowing customers to figure out their "space story" by taking a quiz on the Container Store website. The quiz would match them to persona based on common organization struggles. For example, someone who feels overwhelmed by digging through their pantry to find something they need and just buys another one at the grocery store would be matched with the "Unintentional Pantry Hoarder" space story. After the customer is matched with their space story, they would be immediately directed to recommended Container Store storage solutions for their specific needs. I created a space story quiz website mockup and Instagram story mockups for this campaign.

Space story Instagram story advertisement mockups

Space story quiz website mockup