This idea that files are so much more than just files. 'It was really that moment that got us excited early on. Posts on the company's Instagram account will further bring to life the stories of real Dropbox users featured in the campaign, from one woman's cache of voicemails from her father to a graphic designer who digitized her ancestors' letters and photos, capturing their shared Mexican heritage for future generations. Time capsules of lifeĭropbox's new campaign runs through September in major cities like Austin, Los Angeles, New York, Chicago and San Francisco across both print and digital billboards, kiosks, wallscapes, connected TV and social media. 'This first campaign focuses on file storage, but seeks out the humanity in it - emphasizing the emotional value of our digital files and artifacts,' De Caluwé said.

That was what gave it value.'Ĭore to the campaign's concept is how users rely on Dropbox to power their passion projects, creative ventures, work tasks and personal archives. 'When we talked with customers, we realized that their experience wasn't so much about the product itself, but what they were doing with it. 'We really wanted to get back to a foundational truth about the value Dropbox brings to their customers,' said Jack De Caluwé, creative director at Instrument, the agency that developed the campaign.

Dropbox logo rebrand