The challenge for Big Yellow was to expand its relevance in people’s lives beyond a functional house moving requirement. The big idea – your space partner – enabled us to change this one dimensional language, reflecting a genuine consumer benefit: Big Yellow is there for you throughout your life as your space needs change. A new ‘space’ category was created, highly relevant to those that didn’t want storage but desired more space in their life. A tidal wave was built, made up of items from a range of life stages from baby to teenager and through to adult. These included CDs, electrical equipment and a piano. The 12-day stop-animation shoot consisted of 17,000 props and 375 metres of Velcro.
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