CubeSmart Storage
Who says your quirks need to stay hidden? Our “We Don’t Judge” campaign for CubeSmart turned storage into a celebration of the wonderfully unusual, showing that no collection is too odd to deserve a home. By highlighting the treasures people obsess over, the work reframed CubeSmart as the keeper of every curiosity, offering space without side-eye and storage without stigma.
This past weekend in Chicago, self-storage brand CubeSmart brought out weridos and their collections from every corner of the city. For their branded competition, CubeSmart turned Millennium Park into a museum of all things strange. People brought in trucks full of Beanie Babies, collectible Barbie dolls, ancient taxidermies, hoards of Andy Warhol paintings, and more. But these odd and carefully crafted collections were not there to be sold or displayed for entertainment, they were there to win.
CubeSmart’s “Bring the Weird: We don’t judge” contest promised a grand prize of $500 and 2 years’ worth of free temperature-controlled storage unit. Their target audience for the competition: Chicago collectors with an obsessively large amount of strange items. Collectors set their items up to be judged, some unable to fit everything in one booth.
After careful consideration of all the collections, CubeSmart judges determined a “Winner of the Weird”: Dorris Miller, owner of 1,000 Snoop Dogg bobble heads. With her victory, Jonathan was able to re-home her collection with the comfort of knowing she wasn’t being judged.