Fort Knox Self Storage holds ‘the things you just can’t let go’ in new campaign via Bengar Films

Fort Knox Self Storage, Australia’s leading self-storage provider, shows that no matter how

attached you might be to some possessions, they will be safe in Fort Knox’s maximum security facilities in a new campaign via Bengar Films in Melbourne.

WATCH THE MANNEQUIN SPOT

WATCH THE ROCKING HORSE SPOT

WATCH THE EX-SURFER SPOT

The Fort Knox commercial, ‘Mannequin’, launched on Channel 10 last night (Tuesday 5 March 2013), the first in a campaign of three ads.

Written and directed by Bengar’s founder, Ben Gartland and shot by John Wheeler ACS, the ads are a unique direction for the independent agency and the self-storage category.

Bengar has explored the insight of emotional attachment to prized possessions and the difficulty in letting go. They tap into this emotion and make it a no-brainer to store possessions in Fort Knox’s storage facilities.

Says Guy Wilson, GM of Fort Knox: “We asked Bengar for creative to address the top 5 reasons why people need to store at Fort Knox. As you can imagine it isn’t the most exciting industry and can often be difficult to market and appeal to our audience. Users tend not to think of self-storage until they have an immediate need. We left Bengar alone to work their magic and hoped that they would open the viewer’s mind to where customers could use our products and services.

“When we met Bengar again for their pitch, we were absolutely blown away by the storyboard they presented. It depicted a crowded courtroom scene of rowdy people having their valuable possessions sentenced to self-storage for a period of time. The superb quality of production and attention to detail in the final product that Bengar delivered is exceptional. The experience has been fantastic and we are extremely excited about launching the campaign. We hope that viewers will appreciate all the subtle detail, thought and emotion that the commercials display.”

Says Gartland: “We knew that the media budget was modest, which wasn’t necessarily a negative. It was just important that we created a unique advertisement experience, where audiences actually questioned what they were viewing – film or ad? It was exciting to us. We set out to show audiences that Fort Knox understands it is sometimes difficult to part with much-loved possessions and we’ve tried to do it in a way that makes people smile. With Fort Knox Mannequin you can expect a cinematic look, non-linear storytelling and dramatic performances to create an engaging and humorous ad. It is a fine line between comedy and drama.”

Bengar has identified three key segments of the market – young couples, middles and boomers. In addition to the Mannequin spot, the campaign also features 15-second spots exploring scenarios of a favourite Surfboard and a precious Rocking Horse.

Writer Director Ben Gartland

Finishing Method