Racheal Lee
Sep 22, 2011

FedEx campaign takes "the drama" out of delivery

ASIA PACIFIC - FedEx Express has launched a regional integrated campaign, entitled ‘Takes the drama out of delivery’, to highlight its capabilities in shipping.

Inspired by Hollywood blockbuster movies, the concept of the campaign was to show that every delivery was important in an increasingly demanding world.

Both traditional and social media are used to amplify awareness, and a cinema-style website will be launched soon to provide additional access and interaction with the campaign, the company said.

The campaign will also be adapted for digital and outdoor executions.

The campaign features two TV commercials – 'Package #83' and 'Zombie outbreak' – that feature stereotyped Hollywood characters that will be recognisable to film-lovers everywhere, along with a heavy dose of humor.

Thai actor Ex-Piya was featured in 'Package #83', who must deliver a mission-critical parcel to Shanghai by a specific deadline. Meanwhile, 'Zombie outbreak' shows a plucky group of human survivors of a zombie apocalypse whose only hope of survival is the arrival of an antivirus.

In each case, FedEx trademark instantly removes the drama surrounding these deliveries.

The website will feature the TV commercials, making-of videos, behind-the-scenes vignettes and interviews with directors and cast. Specially-created video games based on the commercials also allow visitors to share the fun with friends over social media platforms.

Malcolm Sullivan, vice president, marketing at FedEx Express Asia Pacific said FedEx sees the increasing demands placed on shippers with complex delivery needs.

“The central message of this latest advertising campaign highlights the approachable and professional FedEx service as the solution to delivering demanding packages in today’s demanding world,” he added.

The campaign will be run in ten markets in Asia-Pacific, starting with Hong Kong on 19 September, Korea, Malaysia, Singapore, Taiwan and Thailand. It will then continue to roll out in China, Australia, Philippines, and Indonesia.


Campaign Take the drama out of delivery
Client FedEx Express
Creative agency BBDO
Creative director David Guerrero, Brandie Tan
Copywriter David Guerrero, Meggy de Guzman, Joe Dy
Art director Brandie Tan, Rizza Garcia, Jeck Ebreo
Account director Jean-Paul Burge, Katy Parr, Irene Leung, Iking Uy
Media agency OMD
Production house Prodigy
Director Tim Bullock
Producer Serena Paull
Executive producer Jonathan Samway

Related Articles

Just Published

6 hours ago

Cannes Lions Creative Strategy jury president eyes ...

CANNES LIONS JURY PRESIDENT Q&A: Campaign speaks with Publicis Groupe's SEA CEO Amrita Randhawa to understand what brands and agencies should be aware of in their entries.

7 hours ago

Women to Watch Greater China 2023: Shuang Xu, BCW

From delivering growth to winning awards to transforming the business and creating new tools and capabilities while nurturing teams, Xu has basically done it all, leading by example.

7 hours ago

The grades are in: Agency Report Cards debut Monday

We assessed 30 APAC agency networks—in great detail. The in-depth report cards on their 2022 performance in growth, innovation, creativity and effectiveness, DEI and sustainability, and overall management quality, will be revealed on Monday.

8 hours ago

TikTok isn’t a saint, but it shouldn’t be seen as ...

Campaign's tech and media editor shares his thoughts on TikTok's CEO Shou Zi Chew's more than five-hour-long testimony in front of the US Congress.