Cargo Cabbie: We’re the easy
Art direction and copy: Zachary Zulauf
The brief: Get people planning a DIY move to hand it to Cargo Cabbie, a Toronto moving company, instead.
The insight: Nobody’s actually afraid of a box. They’re dreading what comes with it: the splintered hands, the sore back, the argument in the stairwell about which way to turn the couch. Doing it yourself looks like the cheap option until you add up the pain.
The idea: Present the gear of a DIY move like a product diagram, and label the misery instead of the parts. The dolly comes with tumbles, bumps, and bruises. The couch comes with splinters, calluses, and raised voices. The box comes with tedium, sweat, and repetition. Every execution asks the same question, “Where’s the easy in moving?”, and the van in the corner answers it: “We’re the easy.”
The layout stays almost empty on purpose: one object, three callouts, white space. That way the joke reads in a glance, and it works on posters, social, or direct mail.