Digital Spark created “Don’t Be a Wrongsizer” for Packsize, a comedy campaign built to take a twenty-year leader in right-sized packaging beyond the B2B world and into consumer awareness. One longform film, a run of social cuts, and a character everyone recognizes: the person still shipping small things in enormous boxes.
The brief
Packsize had led right-sized packaging for two decades, but consumer awareness had not followed. Industry advertising and PPC were not moving the needle. The brand needed an idea big enough to make packaging worth watching, and human enough to get shared.
The approach
We built the campaign around Justine, a character living every wrong-sized habit at once. Comedy runs on contrast, so each vignette plays the before against the after: the ridiculous oversized box against the one that fits. A longform film sets the world, and social cutdowns carry it to the feed.
The result
The campaign beat its success metrics on shareability and engagement. Then it did something campaigns rarely do: it turned inward. Packsize employees adopted it, salespeople rallied around it, and the brand walked away with a voice it could keep using long after launch.
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, Packsize
Common questions
Who created Packsize's Don't Be a Wrongsizer campaign?
Digital Spark, a creative production house in Charlotte, NC, developed and produced the campaign from concept through delivery: a longform comedy film plus social cutdowns, built to take Packsize's right-sized packaging story to a consumer audience.
What is the Don't Be a Wrongsizer campaign?
A comedy campaign built around Justine, a character living every wrong-sized shipping habit at once. Each vignette plays the oversized box against the one that fits, turning Packsize's core promise into something worth watching and sharing.
Did the Wrongsizer campaign work?
The campaign beat its success metrics on shareability and engagement. It also became an internal rallying point: Packsize employees and sales teams adopted it, giving the brand a voice it kept using well beyond the launch.
