Launches #ImNotABox Campaign with Short Film and Limited Edition Box’s new campaign challenges audiences to open up and think outside the box

LAS VEGAS--() announced its latest effort to bring together its beloved customer service and out-of-the-box culture with the launch of their #ImNotABox campaign. collaborated with creative collective Variable to create “Box Home,” a compelling short film that captures the emotion of the #ImNotABox campaign. The approximately two-minute film debuts today on’s YouTube and social media channels, and an abbreviated version will air nationally on select cable television networks.

“The Zappos box is our way of being there for our customers, wherever they are in life, as we provide them with the things they need and love. Every box has a unique story and purpose”

Box Home” spotlights a young boy who extends compassion to a homeless man in his community by constructing an innovative makeshift home consisting of various household materials for the stranger. By shifting the focus away from shoes and clothing, and Variable created the film to challenge viewers to not only “open up and look inside” the box, but also themselves.

“The Zappos box is our way of being there for our customers, wherever they are in life, as we provide them with the things they need and love. Every box has a unique story and purpose,” said Kelly Smith of Zappos THINK, an in-house experiential campaign team at, focused on creating storytelling movements. “Not only do we want customers to know we genuinely care about their needs, but we also hope to inspire people to become the best version of themselves and to see the world with a new perspective. We want people in the end to say, ‘I’m not a box.’”

Coinciding with the launch of the video, will ship a limited amount of special edition white boxes starting June 1. The new box will not only bring’s customers the products they need and love, but will also include a collection of template designs including, but not limited to, a smartphone holder, a children’s shoe sizer, a geometric planter, and a 3D llama. Customers will not only be able to reuse their boxes in a range of unique ways, but they will also be inspired to channel their creativity and to literally think outside the box.

To learn more about the #ImNotABox campaign, visit or search #ImNotABox on Facebook, Twitter and Instagram. For more information about Variable, please visit To learn more about and shop this season’s latest trends, please visit


Established in 1999,, operated by Zappos IP, Inc., has quickly become the leading destination in online apparel and footwear sales by striving to provide shoppers with the best possible service and selection. currently showcases millions of products from over 1,000 clothing and shoe brands. is also proud to be rated ELITE by STELLAService and was named a J.D. Power 2011 Customer Service Champion, one of only 40 companies so named in the U.S. More information about the customer service philosophy, unique culture, and job openings can be found at More information about Zappos Insights, and its business membership program can be found at is a subsidiary of (AMZN)

About Variable

Storytelling isn’t just something we do, it’s who we are. Variable ( is a production company and collective of creative minds. Our entire team is one big, diverse family and maintaining a collaborative spirit is at the core of everything we do. We lead to purposefully celebrate the human connection, boldly striving to leave lasting impressions both on and off set. We work without ego and with emphasis on co-creation. We champion authenticity and feel passionately compelled to touch lives in an active and inspiring way. It’s our way of life; our rally cry. We are built on creative trust. Comfortable in chaos. Ready for risks. And genuinely excited to bring stories to life. Because good stories stay with us, long after the credits roll.


Kate Colangeli, 617-226-9574