BBDO Guerrero heads global FedEx campaign

The 'FedEx delivers to a changing world' campaign will be executed in eight languages across 14 markets, including Brazil, Mexico, China, Japan, South Korea, Germany, India and the United Kingdom. The campaign will include print and online advertising.

Creative was handled by BBDO, FedEx’s long-time agency since 1989, using a cross-network team from both the Philippines and New York. Digital design and development was done by Grow Interactive in Norfolk, VA.

"Dubbed to be one of the biggest in terms of scope and budget this year, it is a huge creative lead coming from Southeast Asia, " said David Guerrero, chief creative officer for BBDO Guerrero, Philippines. "We are excited and honoured to see this campaign launch across the globe. We hope it will stimulate fresh thinking and benefit a large group of people."

At Experience.fedex.com visitors interact through a dynamic world map with data and content provided by The Economist Intelligence Unit on eight global trends, including air travel, people in cities, entrepreneurs and success, paper trail, business growth, education, money and happiness, and research and development.

Visitors also have the opportunity to analyse the data, share information or participate in online polls. 

The site employs state-of-the-art technology to deepen the user experience. It features a custom algorithm for generating morphing maps that can be animated in real-time.

The campaign also includes an augmented reality experience that provides a three-dimensional interpretation of global data. Using a webcam, a consumer can hold up a FedEx print ad to discover a world’s worth of data within the box.