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Content creators require copious space for all the data they produce. More space than their devices can handle. That’s why they turn to flash drives and other external storage products from companies like Sandisk.
To promote these products, Sandisk teamed up with Austin-based CALLEN. The result is a new ad campaign that speaks directly to creators of daring stunts, cat videos, presentation decks, and anyone else with terabytes of information to stash and easily transport.
There’s whimsy here that is unusual for the category. The need for extra storage in this context is a lifestyle decision that the brand wants to support. “At Sandisk, we’ve always been about reliability and performance, but the way people create and share has changed dramatically,” said Heidi Arkinstall, VP, Global Consumer Brand and Digital Marketing. “Our new tagline, ‘Space to Hold More’ captures that shift.
Craig Allen, Chief Creative Officer at CALLEN, said, “We wanted to bring to life in a cheeky way all the things people need and really care about keeping safe and at their fingertips – whether that’s their cats, work files, or stunts they try to do in their backyard.”
Campaign credits
Agency: CALLEN
Founder, CCO: Craig Allen
President, Partner: David Hughes
Chief Opportunity Officer: Jess Monsey
Head of Production: Mike Davidson
Creative Director: Tim Kang, Jarrod Higgins
Head of Art: Renan Molin
Producer: Lindsay Reed
Account Director: Kate Schaetzle
Assistant Account Manager: Isabel Mattern
Project Manager: Roberta Guzzardi
Brand: Sandisk
Senior Vice President, Consumer: Janet Allgaier
VP, Global Consumer Brand and Digital Marketing: Heidi Arkinstall
Director, Brand & Integrated Marketing: Anthony Morquecho
Director, Consumer Product Marketing: Christina Garza
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