The task:
In many countries, DHL has more locations, more vehicles and more employees than the competition – that’s why DHL is faster. To communicate this in a worldwide advertising campaign is expensive, so we decided to do something less expensive – but even more effective.
The idea:
We let the competitors advertise for DHL – with parcels covered in thermoactive foil. The slogan “DHL is faster” appeared when the temperature rose. Cameras recorded how couriers ran back and forth in busy shopping streets, looking for addresses that were hard to find.
The result:
UPS, TNT and DPD advertised for DHL – involuntarily and clueless. Pedestrians in the street were amused, and DHL had a film that went viral.