Ogilvy has introduced Bev and Barry—the loveable stars of ‘Stuff It. Live More.’ Storage Kings new brand platform, set to transform the way Aussies and Kiwis look at storage.
Developed by Ogilvy ‘Stuff It. Live More.’ launched with a campaign that shows how storage can be more than a transactional, last-minute solution, and instead a powerful life tool that creates space for what truly matters. It will be seen from this week in Australia and New Zealand across TV, YouTube, OOH, Radio, online and instore.
Ogilvy Creative Director Shaun Branagan said the new brand platform and supporting campaign positions Storage King as an enabler of a fuller life, rather than just a provider of space. Using Bev and Barry in the new campaign executions was an opportunity to “show real characters with main character energy living out their dreams unconstrained by their ‘stuff’,” he explained.
“This was a great opportunity to create a new distinctive brand platform for Storage King for the long-term. Taking a humorous approach meant we could shift from the rational to the emotional and create a campaign that avoids the familiar tropes and cliches of the category.
“We’re showing people what can happen when they have space to move—to travel, for a side hustle, to move house, to start a new business. Secure in the knowledge that their stuff is stored safely and securely.”
The campaign is the first developed by Ogilvy since being appointed by Storage King earlier this year. The agency was tasked with creating a distinctive brand platform and tone of voice for company, which is the most recognised and searched self-storage brand in Australia and New Zealand.
“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 and prevent us from embracing new opportunities and moving forward in life. 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,” commented Storage King group marketing manager, Tony Skallias.
“The ‘Stuff It. Live More.’ platform operates on several meaningful levels. At its core, it captures that critical tipping point—when the frustration with accumulated clutter reaches its peak and we decide, ’enough is enough; I’m ready for change’. This phrase not only reflects that decisive moment of empowerment and control, but it also cleverly plays on the everyday act of storing.”
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
Sound: Rumble Studios
Brand Strategy: Purposemade
Website & digital : Digitoro & North Parade
Media: Gilbert Media & Neo Mediaworld
