Taylor James ‘Connecting the World’ for FedEx08/02/12
We were very excited to be involved in the development and production of the two latest images in FedEx’s long-running global campaign, revolving the concepts ‘Cogs’ and ‘Connectivity’. Working with BBDO New York, we were able to become fully involved in the creative development of the project, taking the initial layouts and building a vision which is both aesthetically pleasing and depicts a direct and clear message.
The project is now featured on the infamous advertising website Best Ads On TV, read more for details…
“Access-Success-Growth” is the phrase at the heart of FedEx’s brand and these concepts are reflected in each image, associated with strap-lines “Connect to over 90% of the world’s GDP within two days” and “How do you deliver 8.5 million shipments a day? Teamwork.” The overarching concept set by BBDO was developed in line with the CGI and retouch expertise and precision in our studio. Ed Taylor, Taylor James Creative Director, said “CGI offers unlimited creative possibilities, there is no inherent style born out of the discipline. The most important thing is creating an aesthetic that most effectively solves our client’s brief.”
We went through an extensive concepting phase for this campaign, to create a strong graphic and striking identity of the brand’s key messages utilising computer generated imaging techniques. The four final artworks are beautifully detailed and sleek, aptly depicting the key messages of ‘connectivity’ and ‘teamwork’.
“This new advertising campaign extends the strong legacy of the FedEx brand globally by reinforcing our commitment to delivering an outstanding customer experience consistently around the world.” said Rajesh Subramaniam, senior vice president of International Marketing, FedEx Services.
The print adverts are currently live in countries such as Brazil, India, Canada, China, Japan, Germany, Korea, Mexico, Singapore, Taiwan and the UK. Each advert points you to the microsite: http://connect.fedex.com/gb/en/ which takes you behind the scenes and demonstrates ways FedEx helps customers’ access opportunities in the marketplace, locally and around the globe.
See the images on Bestadsontv.com here!
Check out our Project Pages for more images and info on the project..