Life’s messy. That’s the point. BOXI cabinets are built to handle it all—muddy paws, finger-paint Picasso moments, kitchen experiments gone sideways. With clean, modern design and everyday durability, BOXI makes chaos look good.
To prove it, we launched Cabinets Built for Chaos—a bold, multi-channel campaign celebrating the beautiful messes that make a home feel alive. From playful videos and scroll-stopping social to emails, blogs, and even larger-than-life out-of-home moments, we brought BOXI to where the real action is.
Because real life isn’t always neat. But it should always look good.
Turns out, chaos has a mascot—and it has four paws. 🐾
When we tested multiple creative scenes, the muddy dog stole the spotlight (and our hearts). It outperformed everything else in paid ads, so we ran with it—literally. That pup popped up everywhere: Instagram, emails, blogs, you name it. And when we teased it on IG? Total tail-wagging frenzy. People flooded the comments with stories of their own messy little monsters—kids, pets, and everything in between.
BOXI was built for this kind of beautiful disaster.
