Long comfortable reaching consumers with billboards and catalogs, The Container Store was ready to dive into their first TV spot to show off their brand’s unique ability to help people stylishly organize and simplify their lives. The client was looking for a compelling concept that would create new Container Store devotees—and make them as passionate about the brand as their faithful shoppers.
We all want our homes to be places of refuge and relaxation in this stressful world. As the only store devoted to organization, The Container Store appealed to a more sophisticated shopper, who was willing to pay a little more for unique organizational items.
With their stylish, functional and clever merchandise, Container Store customers found it a place where they could always find the perfect thing. The Container Store hired smart, fun outgoing people and trained them well. And their uncluttered, spacious stores made it easy to shop. We needed to connect that shopping experience with the benefit of an uncluttered home and, by association, with the brand.
The spot, entitled “Phenomenon,” begins with an air of mystery and explores unexpected moments of reduced stress that happen when your home is organized with products from The Container Store. Airing exclusively on HGTV and DIY networks’ signature shows (Fixer Upper, House Hunters, and Pool Kings) the spot would be in front of 69 million viewers and inspire people to realize The Container Store effect in their own homes.
We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.
