This arrived throught the post the other day and at first I was intrigued, followed quickly by being disappointed that the box was in poor shape, it hadn’t managed a trip throught the post without getting damaged.

I looked it up and learnt that cardboard box reuse campaigns are not a new thing – it is described here as a ‘meaningful brand experience’; An #ImNotABox campaign  challenges customers to make their own creations with boxes and show them off on social media. They suggest you ‘think outside the box’.

Here’s part of an old (2016/2017) Zappos campaign  (American online shoe retailer):

Limited edition boxes had cut out projects printed on the cardboard. Other projects part of the Zappos campaign include a cat box, cat toys, a cardboard watch, cardboard flowers, cardboard drum, a cardboard car and a geoball.

I’m all for making things out of cardboard boxes, but with such poor quality packaging such as I received, you can hardly call it a ‘meaningful experience’.