With those intentions in mind, we decided to get back to basics: finding the essential truth about Dropbox. Only after taking the time to understand the brand, getting to know its customers, and articulating the experiences they’re both looking for could we create an impactful and memorable platform — and, ultimately, a campaign.
Client:
Dropbox
Instrument
Year: 2021
After extensive research, an insight emerged that would become the foundation of our campaign platform. We found that Dropbox customers — musicians, photographers, marine biologists, personal archivers, and more — have one critical thing in common: they care about their files. Those files might be JPEGs, MOVs, DOCs, RAWs, or PNGs, but they’re also passion projects, innovations, memories, and history worthy of a safe space to live.
Our first campaign, “For All Things Worth Saving,” focuses on file storage, but seeks out the humanity in it — emphasizing the emotional value of our digital files and artifacts. It centers around eight customers – including artists like like Chaz from Toro y Moi, to businesses like Creativity Explored and the USA Bobsled team, and personal archivers like Dominique King and Brian Freeman.
Rather than focussing on their experiences with the product, our stories found their center in their most important files and folders. When you ask someone to share their life stories, oftentimes you get the big milestones, but these files seem to serve as little time capsules for the finer, more nuanced details.