CHI&Partners Gets Small with Big Yellow Storage Campaign

CHI&Partners has created a digital and out-of-home campaign for Big Yellow Self Storage, to challenge perceptions that the company only provides large storage space.

To promote Big Yellow’s smaller storage offerings, which start at rooms of just three square feet, CHI Creative Directors Danny Hunt and Gavin Torrance have created ‘Big Yellow Does Small’ – a series of digital and out-of-home posters showing normally very large characters that have squeezed themselves into small shapes, in the way a contortionist would.

The posters show a rhinoceros and a giraffe (with illustrations from RM2) and a sumo wrestler (with illustrations from Debut Art’s Matt Dartford) convoluted into small cuboid shapes.

Danny Hunt and Gavin Torrance, Creative Directors at CHI&Partners, said: “Our aim was to create a campaign that disrupts the market and challenges the status quo in the self-storage category. We wanted to find a way of representing small spaces in an interesting and entertaining way.”

The work will run across digital and static out-of-home sites across London as well as digital media nationwide.