The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Online / Short-Form
Annual ID
140604E
About the Work
The challenge
DHL has more company locations, more vehicels and more staff. This is why DHL is faster than everyone else.
How can one get this message across most convincingly?
The Idea:
We don‚??t get this message across ‚?? the competition does.
The couriers of UPS, TNT and DPD did advertising for DHL ‚?? voluntarily and unknowingly. The competition carried our parcel as well as our message. Pedestrians in the street were amused, and DHL had a film that went viral.
The realisation
The trick: parcels with thermoactive foil. The slogan appeared when the temperature rose: DHL is faster. Cameras recorded how couriers ran back and forth in busy shopping streets, looking for addresses that were hard to find.
DHL has more company locations, more vehicels and more staff. This is why DHL is faster than everyone else.
How can one get this message across most convincingly?
The Idea:
We don‚??t get this message across ‚?? the competition does.
The couriers of UPS, TNT and DPD did advertising for DHL ‚?? voluntarily and unknowingly. The competition carried our parcel as well as our message. Pedestrians in the street were amused, and DHL had a film that went viral.
The realisation
The trick: parcels with thermoactive foil. The slogan appeared when the temperature rose: DHL is faster. Cameras recorded how couriers ran back and forth in busy shopping streets, looking for addresses that were hard to find.
2014 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Jung von Matt AG / Stuttgart
Art Director
Raphaela Sigg
Creative Director
Philipp Barth
Holger Oehrlich
Director
Tim Steffan
Tom Lupo
Producer
Simone Müller
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