I found a great outdoor ad on Adgoodness today for DHL. The promotional piece was created by Ogilvy & Mather in Hong Kong and was not only creative but also effective in gaining attention and generating a buzz. The ad was called DHL Gridlock and appeared on MTR escalators around Hong Kong. Check out the picture below (you can find a larger picture on Adgoodness).
The primary message of the ad is that DHL always delivers on time regardless of the external conditions DHL drivers work against, in this case - traffic. The gridlock traffic graphic was strategically placed in the stationery sections between the escalators while the "DHL truck lane" was placed on the moving escalator hand rails. While the traffic stood at a standstill, the DHL trucks continue to move freely. It's so clever!
I have to give this effort a thumbs up to Ogilvy & Mather's creative team. Well done!
What do you think?
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Tracked on: August 2, 2008 6:08 PM | Permalink to Trackback