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

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
,” 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.

” 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

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.


Colangeli, 617-226-9574