Client: Väestöliitto

SmartStore™ Classic Storage Box

"The Making Of Classic"

This concept elevates SmartStore™ Classic through its own product design. Instead of focusing only on storage and organization, the idea highlights the product’s smart technical details as the foundation for a more art-directed visual expression. The reinforced corners, functional lid, snap-lock latches, stackable structure, and clean form become proof of thoughtful design value. By turning these features into hero visuals, the campaign helps the product stand apart from ordinary storage boxes. It communicates that SmartStore™ Classic is not only practical, but carefully engineered, reliable, and worthwhile.

In this project, both campaign concepts were presented to the client.
Concept 1 highlighted the message through emotional value, focusing on family habits, care, and long-term use. Concept 2 emphasized the design value of the product, turning its smart technical details into a more art-directed visual expression. Deliverables included campaign concepts, key messages, storyboards, and key visuals able for both print and social platforms.

“You can count on me”

This concept expresses sustainability through time, care, the passing down of good habits. The story follows a mother teaching her child how to organize, tidy up and build small routines that can last into adulthood. Sustainability is not only about the product itself, but also about the values and habits that are taught from one generation to the next.
The SmartStore™ Classic box becomes part of this family routine. It protects seasonal items and keeps meaningful objects safe over the years, including the nutcracker, a symbol often connected with protection, courage, family warmth, and holiday tradition.

“You can count on me” carries two meanings. It can be read as the child speaking to the mother. It can also be read as the voice of the product itself: dependable, long-lasting, and always there to protect what matters.