Several examples in the campaign show that a package is “not just a package”. According to GLS, the package is also the hopes, dreams and aspirations of the sender and receiver. The campaign includes short videos about these feelings and the importance of GLS services in everyday life.
In the campaign, which is being launched in Europe and North America, the GLS conveys its recently renewed brand promise. “The campaign shows that GLS is all about the customer,” says Marilyn Roders, Senior Director of Group Strategy, Marketing and Communications, GLS Group. “In the past year, we have taken a number of important steps to further strengthen our brand and clearly show our customers what we stand for. With this international campaign, we are getting closer to achieving our mission of being everyone’s favorite parcel delivery service. It is an important and logical next step in spreading the message of GLS in all of our markets.
This story is from DentsuAchtung! Translate into a brand campaign. Diederik Mulder, Technical Director at DentsuAchtung!: ‘To show the typical GLS mentality, we chose a different perspective on parcel delivery: that of the parcel recipient. For them, it is not just a package, but perhaps the most important in the world. Something as simple as handing over a package means a lot to the person receiving it. Parcels for Individuals sums it up in three words.
The campaign consists of video, print, out of home, social media and digital ads.
Credits:
Client: GLS
Office: DentsuAchtung!
Creative Directors: Samir Swain and Bern Hunter
Designs: Diederik Mulder & Daniel Bunde-Pedersen
Strategy Director: Gerben van der Zwaard
Account: Ralph Black, Manon Patti
Produced by: Josie Rickin, Mark Elbers
Production house: Halal
Director and cameraman: Noel Luzen
Offline: 21jumpcut / Arthur Ivens
Music: Sham Shamsuddin
Audio: Sharkee SharkFai
