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For cloud storage and online file-sharing services, the personal element is not always positioned front and center. That isn’t the case with Dropbox, necessarily, where past promotions prioritized creativity, giving its online storage solutions a friendlier quality, which is certainly the case with its newest “For All Things Worth…” campaign.
The product of a five-year-long partnership with creative agency Instrument, the campaign prioritizes its users over the product, evident in a playful animation which rewrites the word “file” into “life.”
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