DHL has rolled out its latest brand campaign, ‘The Power of Global Trade’. Conceptualised by 180 Amsterdam, the film was released on 18 March in six markets including India.
The aim of the campaign is to show the deep connection between trade and logistics and the impact it has in improving people´s lives.
The film is a journey that encompasses global travel and logistics; and shows how logistics and technology can better the lives of people. Through this journey, DHL and global trade play key characters as they are showcased as enablers of education in Africa and medical care in South America.
A voice over acts as the guide for the film, as the camera moves from outer space through to the far reaches on planet earth. The film ends with the voice over encouraging more trading, so as to better the lives of everyone.
Christof Ehrhart, executive vice president-corporate communications and responsibility, Deutsche Post DHL Group, said, “We want to emotionalise the brand DHL more strongly to differentiate us from our competitors. Global trade is the engine that drives economic growth as well as individual prosperity across all continents on the planet. The campaign shows DHL as a responsible logistics provider which connects people and improves their lives. By telling the story that global trade makes the world a better place, we build a strong and optimistic platform for the value logistics brings to society.”
Media agency MEC will support DHL with a two-fold media strategy: TV spots and print ads will run on media with pan-global reach as well as on national level in six defined core markets - India, China, Germany, Mexico, UK, and the U.S.
The concept comprises print ads, advertisements in online and OOH media, as well as TV spots and social media measures.
Creative agency: 180 Amsterdam
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Watch the film conceptualised by Taproot Dentsu