• Created by Doner, the site expands on The UPS Store brand messaging that they do “more than just shipping.”

• As visitors enter Cardboard World, they are introduced to the character Joe Biz. Their role is to help Joe Biz complete the necessary projects that are common to small-business owners and to assist him as he prepares for a big meeting.

• To promote the Web site, Doner created four different games that each highlight a service offering. Individual games focus on packaging, mailbox services, online printing, and other business services including notary and passport photos.

• Visitors can also follow instructions provided on the Web site to enter a sweepstakes for a chance to win a grand prize trip to Hawaii, a first prize provided by The HON Company, or one of the daily prizes that include: an iPod Touch™; Slingbox PRO HD™; or a gift certificate for The UPS Store, Starbucks™, Olive Garden™ and Capital Grille™.

• The HON Company has joined The UPS Store to provide prizes that help make a small-business owner’s life easier.

• The HON Company will be providing a complete office makeover to the winner of the first prize in the sweepstakes. The office makeover includes items from HON’s Arrive™ premium veneer casegood line. Also, HON will be providing a Volt™ office chair to be awarded as a daily prize each day of the sweepstakes.

• In addition to the Web site, The UPS Store launched a multi-media campaign in support of online printing. The TV spot, “Storm,” is the latest addition to the Cardboard World campaign.

Advanced Design and Technology Improves Navigation and Storytelling

• Cardboard World uses Maya™, Flash™ and Papervision™ technologies to create a clear design vision that stays true to the Cardboard World TV spots that Doner created with Psyop.

• The integration of different media was tricky from a technology, design and content-delivery perspective.

• To maximize the user experience and flow of the narrative, it was important to load the site as quickly as possible with optimal file sizes, smart page loads and delivery through an edge hosting service.

• Each area of the Web site is associated with a game token that visitors can collect once they access the Web site and follow instructions to participate in the sweepstakes.

Quotes

• Rob Strasberg, Doner’s vice chairman and chief creative officer.

o “As kids, everyone played with and created their own world in a cardboard box. We took that basic idea and used it to create a world made entirely of virtual cardboard to dramatize the colossal challenges small-business owners face and to illustrate how the services The UPS Store offers can help conquer them.”

• Justin Smith, Doner’s executive vice president-executive creative director-interactive.

o “Papervision is typically used to explore a single object or display content, but we used it as a navigation and storytelling device.”

o “The technology allows people to explore and experience The UPS Store services through the lens of the Cardboard World—so naturally creating the environments and objects in 3-D reinforces the big idea of Cardboard World.”

o “There is a lot of craftsmanship in the site to make all the little details look and feel right.”

o “We spent a lot of time working on the storyline and how the story and game experiences tie to both the overall concept and how the promotion works.”

Sweepstakes Rules

To play and for Official Rules, including odds and prize descriptions, visit http://cardboard.theupsstore.com. No purchase necessary. Sweepstakes open to legal residents of the 50 United States (D.C.) 19 years and older. Ends 11/11/09. Void where prohibited.

About The UPS Store

With approximately 4,800 locations, The UPS Store and Mail Boxes Etc. ® network comprises the world’s largest franchise system of retail shipping, postal, document and business service centers throughout the United States, Puerto Rico and Canada. In the United States, The UPS Store and Mail Boxes Etc. locations are independently owned and operated by licensed franchisees of Mail Boxes Etc., Inc., a UPS subsidiary. In Canada, locations are independently owned and operated by licensed franchisees of Mail Boxes Etc., Inc. master licensee MBEC Communications, L.P. For additional information, please visit www.theupsstore.com or www.mbe.com.

About Doner

Doner, based in Southfield, Mich., is the largest independently owned advertising agency in the world, with approximately $2 billion in combined billings. The agency has offices throughout North America, as well as in London, and does business in more than 30 countries for clients including Mazda, The UPS Store, The Coca-Cola Company, ADT, DuPont, The Coleman Company, Shell Oil and Sherwin-Williams. A full-service, performance driven agency, Doner focuses on creating ideas that will have a demonstrable impact on its clients’ business.

Registered Trademark Information

iPod Touch is a registered trademark of Apple Inc.
Slingbox Pro HD is a registered trademark of Sling Media
Starbucks is a registered trademark of The Starbucks Corporation
Olive Garden is a registered trademark of Darden Concepts, Inc.
Capital Grille is a registered trademark of Darden Concepts, Inc.
Maya is a registered trademark of Autodesk Inc.
Flash is a registered trademark of Adobe Systems Incorporated

Credits
Chief Creative Officer: Rob Strasberg
Interactive Executive Creative Director: Justin Smith
Creative Director: Jason Parzuchowski and
Art Directors: Dave Wysocki and Cristina D’Aristotile
Copywriter: Lori Bender
Agency Producer: Laura Squillace
Executive Vice President, Brand Leader – Greg Gerfen
Vice President, Brand Leader – Julie MacDonald
Brand Leader – Kari Weaver
Project Managers – Kayln Fries & Stefanie Pattison

Previous Cardboard World spots focused on animals and people as the main elements of the animation. In “Storm,” the designers had a more challenging task to morph stiff, plain cardboard into a violent sea-storm. In the spot, the cardboard design and lighting manipulate the textures and shades of brown, creating a fluid movement of waves and water.

“Storm” introduces online printing, a new service from The UPS Store. This program connects a printing network of over 4,000 stores together to help small business owners stay afloat when the tide turns rough.

Client: The UPS Store
Spot Title: Storm
Air Date: September 21, 2009

Agency: Doner
Chief Creative Officer – Rob Strasberg
Creative Directors – Jimmy Kollin & Karen Cathel
Art Director – Karen Cathel
Copywriter – Jimmy Kollin
Agency Producer – Laurie Irwin
Director of Integrated Production – Sheldon Cohn

Executive Vice President, Brand Leader – Greg Gerfen
Vice President, Brand Leader – Julie MacDonald
Brand Leader – Kari Weaver
Project Managers – Kayln Fries & Stefanie Pattison

Production Company – Psyop

Download: Storm

Chief Creative Officer – Rob Strasberg
Creative Directors – Jimmy Kollin & Karen Cathel
Art Director – Andrew Wright
Copywriter – Michael Gorelic
Agency Producer – Laurie Irwin
Director of Integrated Production – Sheldon Cohn

Download West