Author: Manhattan Mini Storage

Manhattan Mini Storage recently introduced NYC to “Space for All,” a new advertising campaign spanning online ads as well as those seen across the city carrying on a long tradition of out-of-home billboards. The cast of characters featured are The Manhattan Minis, and while usually you only get to see the finished product from an advertiser, we thought we’d give you a little peek behind the curtain on how the Minis were brought to life.    “We wanted the characters to be instantly recognizable. The people you see on the subway. Or on your way to work. Or at a bar. Or in line at the bodega. Quintessential New Yorkers, that whether you were born and raised in NYC, or only lived here a few long months, you’d be like yeah…I know that person.” Dentsu mcgarrybowen, the Manhattan-based creative agency who developed the “Space for All” campaign, told us. The creative team explained that much initial planning went into determining how to best bring the characters to life. “We knew we wanted to develop these ‘every-person’ character-types of real New Yorkers, and so for us it was more important that the focus be on their personalities and lifestyles than their looks,” they said. “So, we immediately ruled out photography. We considered using puppets (sorry for whoever looks at our search history). And we ultimately landed on illustration, providing us a...