Non Conventional

DHL Express Lane 'China to USA/ Europe'
Creative Direction / Art Direction (Ogilvy & Mather)

DHL wanted to promote their newly improved delivery lanes to the United States of America and Europe.

To give the express service its due, the idea utilizes a special magazine media buy, whereby at a flick of the page, the DHL parcel was instantly delivered to the other side of the world. For OOH execution, the communication featured a fixed DHL parcel on a rotating backdrop visual of the 2 regions; literally demonstrating how the parcel is being delivered from hand to hand in an instant!

Magazine ad translation: DHL China-USA Express Lane. Express delivery to the USA in an instant.
Outdoor translation: DHL China-EU Express Lane. Express delivery to Europe in an instant.