The use of a word search for the Big Yellow Storage campaign may be curious at first, but the longer a person looks at it, the more sense it makes -- and the more fun it is. A simple concept, the words themselves are boxed up. Paired with the tag line "Box it up," the ad campaign invites people to find the rest of the words in the game and box them up as well. Thus, it becomes an interactive pastime that would be particularly great in newspapers, magazines and subways systems.
The Big Yellow Storage campaign was created by CHI and Partners, an ad agency based in London, United Kingdom. It was art directed by Tom Skinner and copy written by Clark Edwards.