• by Aaron Baar , January 4, 2018

A closet is more than a place to toss one’s shoes. It can be a place to hold one’s inner- and outer-confidence. 

At least that’s the idea posited by Inspired Closets in a new national campaign from agency Solve in Minneapolis. The aspirational campaign is an effort to get people to think differently about their closets, and to understand the organization they’re longing for can be achieved.

“More than any other room in the house, closets set the stage for life’s experiences,” Andrew Pautz, account director at Solve, tells Marketing Daily. “We aimed to capture the emotion of what unfolds in the closet as someone gets ready to take on the day.”

The centerpiece of the effort is a television spot (embedded below) that depicts a woman returning to the workforce after taking time off to raise her three children. As she puts on her shoes and accessories in a spacious and well-organized closet, she imagines her answer to a hiring manager about the 10-year gap in her resume. “I haven’t been working, working. But I have been working,” she says to a mirror. “I am confident I can pick up right where I left off.” A voiceover concludes: “Inspired days start in Inspired Closets.”

“We see competitors emphasizing storage and organization, while we’re looking to show you what those things enable and what a closet solution does for your life,” Pautz says of the campaign’s approach. “We believe this aspirational approach will help our consumers see their closets in a new way, and the importance that space plays in their lives.”

In addition to the television spot, the campaign will include print, digital and social content. The brand is also the exclusive sponsor for home storage and organization for the 2018 HGTV Dream Home (which included installing closets, a pantry and garage storage) in Gig Harbor, Wash. 

“Everything we’re doing is focused on building the brand and driving leads to dealer showrooms,” Pautz says.