PACKSIZE - WRONGSIZER
Case Study
WRONGSIZER
Packsize
In the realm of business, they oftentimes tell us to think outside the box, but what if we told you there's a humorously insightful way to think about the box? This is the whimsical 'big idea' that ignited the "Don't be a Wrongsizer" campaign, a strategy masterminded and executed by Digital Spark Studios.
From comedic timing to efficient packaging, our team put together a campaign that has it all. In this case study, we'll explore the challenges our client, Packsize, faced and how Digital Spark Studios was able to provide a unique solution that opened new doors for their brand.
EXECUTIVE PRODUCER
Adam Sewell
PRODUCER
Josh Acuff
DIRECTOR
Joshua Hieber
CREATIVE DIRECTOR
Josh O’Dell
DP
Brian French
CLIENT
Packsize
BEYOND INDUSTRY NORMS
The Challenge
Right-sizing packaging may not be the most sensational topic, but it's a crucial one. The challenge for Packsize lay not in the functionality or appeal of its innovations but in breaking into the consumer psyche.
Despite its two-decade legacy, the brand faced an uphill battle to be recognized and understood outside the niche market of packaging enthusiasts. Traditional advertising in industry publications and the repetitive beat of press announcements and PPC campaigns, while somewhat effective, didn't quite deliver the breakthrough impact needed.
Digital Spark Studios answered the call, bringing with us a team of creative support and our directors. Together, we aimed to devise an inventive solution that would captivate and engage a larger audience through humor to increase their brand engagement.
A NONDESCRIPT POSITION
The Starting Point
When Packsize sought to elevate its market presence, Digital Spark Studios was the natural choice for creators who could envision the extraordinary within the mundane. We faced the task of transforming "right-sizing" from a technical term to a relatable concept that anyone could understand and appreciate.
Our mission was clear: to craft a narrative that not only echoed Packsize's values but also tugged at the strings of universal recognition, intertwining humor, and the human experience.
“Digital Spark positions themselves to be a partner in our success, rather than simply a vendor. A short review of the Digital Spark website clearly highlights the quality of the work, and a single conversation highlights the quality of the people.”
— Adam Fray - Senior Director of Global Marketing
A WRONGSIZER REFORMATION
The Solution
Through countless brainstorming sessions with our creative team and director, we narrowed down the concept to portray the power of parody and comedy to redefine perceptions of packaging. Enter "Don't Be a Wrongsizer" – a quirky, absurd, yet deeply reflective portrayal of life's inconveniences when we get the size 'wrong.'
This comic journey was paralleled with the reformation enabled by Packsize's tailored packaging; we show how customers' lives can be transformed by using the right size package.
A Turn Toward Humor and Humanity
The decision to infuse humor into a campaign centered on technology may seem paradoxical, but the strategic pivot helped to create a winning video. We sought to bring viewers laughter, subsequently imprinting a message that was intelligently masked by comedy through our main character “Justine.”
Justine's larger-than-life misfit existence, contrasted with the 'utopia' of her perfectly-sized package, formed a compelling before-and-after tale that captivated our audience.
OUR APPROACH
Lights, Camera, Right-Action
The concept was well-received by Packsize. Once we received approval on the campaign, we dove into the next part of the project: Creative Development.
First, the concept had to go from idea to storyboard—a process of refining the comedic narrative and ensuring every scene encapsulated the essence of mis-sizing mishaps. Once set, it was time for production, with a focus on not just getting the shot but capturing the spirit of the script. The 'biggest' challenge lay in the editing chamber, where hours of footage gave way to a snappy, engaging video that hit all the right notes.
This was a full-scope project for Digital Sparks—combining creative, humor, and a client's long-standing quest for recognition into one seamless package. The team knew they had struck gold when the final edit rolled out, encapsulating not just the right size but the right spirit of the company it represented.
ADDITIONAL EDITS
Social Media Cuts
OUTCOMES AND ACHIEVEMENTS
A Laughing Success
In the wake of release, the "Don't Be a Wrongsizer" campaign surpassed all success metrics. The video wasn't just watched—it was shared, discussed, and absorbed as a piece of content that transcended the traditional 'marketing' label. It became a touchpoint for consumers who might never have considered the intricacies of packaging before. As a case study in breaking the status quo, the video succeeded where others fell short, marking itself as the milestone by which future campaigns would be judged.
But the numbers were just part of the exciting success; it was the intangibles that truly set "Don't be a Wrongsizer" apart. The internal feedback was a symphony of pride and morale—employees now had a rallying point that encapsulated their core ethos. The vanguard salespersons, once cautious of a new direction, now hoisted the banner high, claiming it as their own. It wasn't just marketing; it was a movement, from the bottom rung to the boardroom.
THE DIGITAL SPARK DIFFERENCE
Unparalleled Quality and Creative Innovation
Our approach at Digital Spark Studios is to always think outside the box and deliver content that resonates deeply with audiences. By infusing humor and humanity into our work, we’re able to create lasting impact for brands like Packsize.
Through collaboration and a dedication to excellence, we strive to not only meet but exceed expectations in every campaign. When clients choose Digital Spark Studios as their creative partner, they can be sure that their brand will stand out from the crowd and connect with consumers in a meaningful way.
