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Zappos Thinks Outside the Box with New Campaign

When they’re not hiring DJ Khaled to help deliver shoes, Zappos is making other offbeat marketing decisions. In their latest campaign, the footwear e-retailer is asking people to think outside of the box – literally.

A collaboration with creative collective Variable, Zappos has released a new short film titled “Box Home”, a story of a young boy who extends compassion to a homeless man in his community by constructing a makeshift home consisting of various household materials. By shifting the focus away from shoes and clothing, Zappos says it hopes to challenge viewers to “open up and look inside.”

“The Zappos box is our way of being there for our customers, wherever they are in life, as we provide them with the things they need and love. Every box has a unique story and purpose,” said Zappos spokesperson Kelly Smith. “Not only do we want customers to know we genuinely care about their needs, but we also hope to inspire people to become the best version of themselves and to see the world with a new perspective. We want people in the end to say, ‘I’m not a box.’”

Coinciding with the launch of the video on YouTube and the #ImNotABox campaign on social media, Zappos will ship a limited amount of special edition white boxes starting June 1. The new box will not only bring Zappos customers with products they typically associate with the shoe retailer, but will also include a collection of template designs such as a smartphone holder, a children’s shoe sizer, a geometric planter and a 3-D llama.