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All Sorts of Great Life Experiences Start with a Box in Moving Ad for Very

Creative 185 Add to collection

St Luke’s brand campaign depicts snippets of various people’s stories, all with with a common theme

All Sorts of Great Life Experiences Start with a Box in Moving Ad for Very

The famous Very square logo once again takes centre stage at the heart of a new ad campaign for the online brand; inspired by how many of life’s milestones are marked with boxes – from posting a vote to the presentation of an engagement ring.

The new 30-second ad for Very, created by St Luke’s, brings the ‘It starts with a box’ proposition to life by showing a sequence of stories where a box is the main focus, representing possibilities large and small.

We see a man moving his first box into a completely empty house; a father and his small daughter joyfully playing make-believe driving in a cardboard box car; a budding romance between two pupils overseeing the ballot boxes at a school election; eventually arriving back at the man moving house – where we discover that not only is the lounge now full of boxes, but that he is joined by his heavily pregnant partner.

The film finishes with a play on Very’s logo by showing a pink box which then spins to transform into the traditional pink square. It breaks on 9 March on television, video-on-demand services and social media.

Julian Vizard, creative partner at St Luke’s, said: “The cube is integral to the Very brand and in this spot we give it meaning by showing the cube as a box to symbolise the start of memorable journeys.” 

Andrew Roscoe, head of brand, sponsorship and celebrity at Shop Direct Group, said: “No matter what life stage you’re going through, nearly all milestone moments are marked with boxes and Very is there to help get you where you want to be.”

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Production Company

Director: Chris Balmond

Production Company: Outsider

Producer: Paul McPadden

DOP: Will Bex


Sound Engineer: Ben Leeves

Sound Company: Jungle

Post Production / VFX

Post Production Company: Electric Theatre Collective

Post Production: Yourick Van Impe

Creative Agency

Creative Agency: St Luke’s

Chief Creative Officer: Alan Young

Art Director: Joanne Boyle

Copywriter: Hannah Williamson

Producer: Jenny Busby

Planner: Lydia Jones

Creative Partner: Julian Vizard

Business Director: Laura Harris

Account Director: Emily Gill-Heginbotham


Music Company: Theodore

Music Supervision: David Bass


Editor: Suzy Davis

Edit Company: Final Cut


Advertiser: Very

Media Agency

Media Agency: Vizeum

Genres: People, Storytelling

Categories: Online retailers, Retail and Restaurants

St Luke's, Fri, 08 Mar 2019 17:53:37 GMT