Paper and packaging play such an important role in our everyday lives, yet because of its ubiquity, it often goes unrecognized. The Paper & Packaging Board of America was looking to change that, carving out a moment that, for once, gave packaging its moment to shine.
Lean into popular culture with one of its most iconic fanbases: sneakerheads. To honor the role of packaging in sneaker culture, we paid tribute to the sneaker box itself with the first-ever “Shoebox Museum.” In partnership with OG sneaker brand Nice Kicks, we launched a pop-up gallery featuring artful displays of iconic sneaker boxes from the most historic releases through time. Guests got to experience the magic behind the box with hands-on stations to create their own, and enjoyed live talks from sneaker icons Jeff Staple, Aleali May and Matt Halfhill, complemented with beats by DJ Bobbito Garcia.
In three days, over 2,000+ guests walked through our exhibition, but most importantly, we created a media frenzy: from ESPN live shoots to features in Architectural Digest, The Drum, Refinery29, Yahoo and more, we drove 200 million impressions with a narrative that (finally) made packaging the hero.
“This is a very very powerful medium to tell stories that you can’t necessarily do on the product itself.”