Last summer I spent time with the industry’s brightest minds at an agency called 72andSunny in Los Angeles to support a first-ever integrated marketing campaign for Dropbox.

Challenge

Dropbox wanted to set itself apart as the undisputed category leader. They asked 72andSunny to educate and inspire end users and businesses to help them squeeze the most out of life & work.

Opportunity

Dropbox is the leader in a young and undefined market. 72andSunny saw an opportunity to break out of the pack by listening to the inspiring stories of the people who use Dropbox for amazing things.

Target

Modern Creative Thinkers. These knowledge workers are tech-savvy, highly mobile and digital omnivores. Driven in work and in life, these key influencers readily share knowledge with others. 

Strategy

Differentiate Dropbox as a brand with purpose by building on a key functional differentiator: boundlessness.

Concept

Dropbox enables creative freedom, acting as the steady rock originality can leap from.

I helped conduct and summarize one-on-one interviews for the target: Modern Creative Thinkers.

 

Campaign samples