U.K. self-storage operator Big Yellow Group PLC is working with advertising agency CHI & Partners on a marketing campaign that highlights the company’s smaller storage units, which can be as little as 1 square meter. Depicting large characters squeezed into tiny spaces, the campaign’s digital and print posters will be on display throughout London and other areas of the United Kingdom.
The “Big Yellow Does Small” campaign was devised by CHI creative directors Danny Hunt and Gavin Torrance. The visuals, which include a giraffe, rhinoceros and sumo wrestler, were created by graphics firm RM2 and illustrator Matt Dartford of Debut Art.
“Our aim was to create a campaign that disrupts the market and challenges the status quo in the self-storage category,” Hunt and Torrance told the source. “We wanted to find a way of representing small spaces in an interesting and entertaining way.”
Big Yellow Group operates 78 self-storage locations in the United Kingdom under the Big Yellow Self Storage and Armadillo Self Storage brand names, with most concentrated in Greater London. Its total portfolio comprises 4.7 million square feet.