In a world where the demand for speedy delivery often dominates the conversation, DHL has shifted the spotlight onto the extraordinary lengths it goes to ensure parcels reach even the most remote corners of the globe. Collaborating with Horizon FCB, DHL unveiled its latest campaign, showcasing a diverse and unexpected fleet of delivery methods that defy convention.
Recognizing that nearly half of the global population resides in remote areas, DHL's campaign aims to highlight the crucial yet often overlooked aspect of "last mile delivery." From the deserts traversed by camels to the dense forests crossed by hikers, the campaign reveals real-life examples of DHL's commitment to reaching every customer, no matter the terrain.
Mohamed Bareche, Executive Creative Director at Horizon FCB, emphasized the campaign's departure from the industry's conventional focus on speed, stating, "Discovering these unconventional delivery methods, we knew we stumbled upon a fresh, uncharted territory in our communication strategy."
Thomas Gheorghiu, Associate Creative Director, echoed this sentiment, emphasizing DHL's noble efforts to deliver anywhere, by any means necessary. "All these endeavors to ensure we can deliver anywhere, by any means, are so noble that we felt compelled to share this story with the world," he said.
Reham Mufleh, Managing Director at Horizon FCB, praised the campaign for its simplicity and authenticity, noting, "We're always pushing forward, never settling. We love ideas that make a real difference and that are 'Never Finished'. This campaign shows exactly that—our drive to keep innovating and reaching out in new ways nobody even thought of before."
Central to the campaign's authenticity is its use of actual tracking IDs as headlines, narrating the journey of three real remote deliveries. This approach serves as a testament to DHL's unwavering commitment to deliver, no matter the obstacles.
With credits to Horizon FCB Dubai, NOROC Studio, and the team at DHL Express MENA, this campaign not only showcases innovative delivery methods but also underscores DHL's dedication to making a real difference in the world of logistics.
