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A Home is 'More Than A Box' in Budget Blinds' Latest Spot

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Brand campaign from The Many breaks free from category monotony and puts a colourful spin on Malvina Reynolds’ hit song 'Little Boxes'

A Home is 'More Than A Box' in Budget Blinds' Latest Spot

Home is more unique to you than anything else in the world. Which is why Budget Blinds believes that personal space should feel personal. 

But categorically and culturally, home decor is often treated as anything but personal. The world of window treatments can be awash in a sea of sameness—perfectly-posed vendor stock assets and monotonous nomenclature. But Budget Blinds’ latest spot, 'More Than A Box', by The Many, challenges the status quo while proving that their individualised service, that covers far more than blinds, is anything but same-old-same-old. 

In 'More Than A Box', Budget Blinds’ unique variety of custom window treatments become much more than beautiful set dressings. Working hand in hand with Budget Blinds EVP, product development and strategy, Tracy Christman, Budget Blinds and The Many elevate windows into a starring role as the main character in each individual’s story, telling a vibrant, quirky, expressive and fun tale about the special moments and sense of relief that only happens at home.

“Budget Blinds is known for style and service for every budget, and this campaign helps truly illustrate that not only do we appreciate our customers’ style, but we partner with them to help bring it to life through beautiful, customized window coverings,” said Heather Cates, senior brand director, Budget Blinds. 

“Colloquially put, even though it’s got four walls and holds all of your things, your house is so much more than a box,” said Ashley Milhollin, associate creative director at The Many. “For our creative approach, we didn’t want to just set our story in a beautiful home, we wanted the decor to telegraph a story about the lives of the people inside.” 

Musically, the spot takes a song made famous for its political mockery of suburban conformism, 'Little Boxes' by Malvina Reynolds, and turns it on its head to celebrate the idea that within four walls, everyone has an opportunity to celebrate their individualism. Re-recorded by sibling duo Beth Lowen and Sam Lowen, the track transforms the song’s familiar line, “And they’re all made out of ticky tacky and they all look just the same,” to “And they’re all made fully customized, none will ever look the same.” Alongside the spot, Budget Blinds subtly challenges the notion that people have to live—or decorate—just the same.  

Tomorrow director Drew Kirsch was carefully selected to call the shots for his dynamic background directing both ad campaigns and music videos that are effervescent and colorful for the likes of Lennon Stella, John Legend, Rüfüs Du Sol and Taylor Swift including the pop star’s “You Need to Calm Down,” a showcase of retro-inspired diversity. Kirsch’s musicality and visual execution bring each home to life as characters in their own right. 

Says director Drew Kirsch: “The homes and their window treatments are characters in their own right - each different, each uniquely beautiful.”

The campaign debuted March 29th, 2021, and includes a 60-second spot with 30, 15 and 06-second cutdowns across connected TV, digital video, social, streaming audio and podcasts. Last Fall, Budget Blinds released “Safety First,” a hilarious ad by The Many for its child-safe blinds and shades in honor of National Window Covering Safety Month. The spot features a child wrapped in bubble wrap and duct tape head-to-toe, sporting safety goggles and a helmet while standing in her living room ready for her next adventure. 

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Client

Client: Budget Blinds

President, Budget Blinds: Doug Philip

Chief Marketing Officer Home Franchise Concepts: Heather Nykolaychuk

Senior Brand Director: Heather Cates

EVP Product Development and Strategy: Tracy Christman

Brand Manager: Allison Fragnoli

Social Media Manager: Tiffany Nickolas

Agency

Agency : The Many

Executive Creative Director: Damien Eley

● Associate Creative Director: Annie Johnston

● Associate Creative Director : Ashley “Mil” Milhollin

● Director, Social Innovation: Kristin “KB” Busk

● Jr. Art Director: Conner Needham

● Producer: Kimberly Vorse

● Senior Designer: Christopher Arellano

● Managing Director: Todd Lombardo

● Group Brand Director: John Line

● Sr. Brand Director: Pamela Lloyd

● Sr. Project Manager: Madison Merhoff

● Strategy Director: Ashleigh Edwards

● Group Media Director: Alex Barnes

● Media Director: Jaclyn VanSloten

● Associate Media Director: Caroline Tambling

● Media Supervisor: Anissa Sanders

Production

Production Company: Tomorrow

● Director: Drew Kirsch

● Production Company: Tomorrow

● Managing Director: Chris Zander

● Executive Producer / HOP: Brynne Copping

● Line Producer: Stephan Bielecki

● Service Company: The Lift

● Service Co Producer: José Aguirre

● Director of Photography: Angello Faccini

● Production Designer: Ana Ibarra

● Sound Design and Mix: Beacon Street

● Music Re-Record: Sam Lowen and Beth Lowen

Edit

Editor: Nate Katz

Whitehouse Post

Producer: Lucia Villalta

Genres: Musical

Categories: Home, Decorating

The Many, Tue, 30 Mar 2021 10:54:16 GMT