AUCKLAND, Today: Bev and Barry are back, fronting Storage King’s bold new platform, Stuff It. Live More.’The campaign flips the script on traditional storage ads, proving it’s about creating space for life, not just stuff.
Developed by Ogilvy, the platform launches this week across TV, YouTube, radio, OOH, online and instore. It’s a fresh, witty take that highlights how storage can open doors, literally and figuratively to more freedom.
Ogilvy Creative Director Shaun Branagan said the campaign reframes Storage King as “an enabler of a fuller life.” He added it was a chance to show “real characters with main character energy living out their dreams unconstrained by their ‘stuff’.”
“This was a great opportunity to create a new distinctive brand platform for Storage King for the long-term,” Branagan said. “Taking a humorous approach meant we could shift from the rational to the emotional and avoid familiar category clichés.”
“We’re showing people what can happen when they have space to move—to travel, start a business, or simply breathe easier—knowing their stuff is safe and secure.” – Shaun Branagan, Ogilvy Creative Director
“We’re showing people what can happen when they have space to move—to travel, start a business, or simply breathe easier—knowing their stuff is safe and secure.”
It’s the first campaign from Ogilvy since winning the Storage King account earlier this year. The brief: build a unique brand voice for Australasia’s most recognised and searched storage brand.
Storage King Group Marketing Manager Tony Skallias said, “For many people, belongings accumulated over the years become far more than mere possessions—they often define and honour our past. Yet, these cherished items, while important, can also weigh us down.”
“That’s why we’ve positioned Storage King as the brand that guides and empowers you to see and enjoy life on the other side of storage.”
“The ‘Stuff It. Live More.’ platform operates on several meaningful levels,” said Skallias. “At its core, it captures that tipping point, when frustration with clutter peaks and we decide ‘enough is enough’. It’s that moment of control and freedom.”
CREDITS
Client: Storage King
Group Marketing Manager: Tony Skallias
Communications Designer: Lachlan Strada
Group General Manager: Nikki Lawson
Creative and Strategy: Ogilvy
Production: Hogarth
Production Company: Division
Director: Riley Blakeway
Sound: Rumble Studios
Brand Strategy: Purposemade
Website & digital: Digitoro & North Parade
Media: Gilbert Media & Neo Mediaworld
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