DHL

Integrated Campaign

Creative Director | Art Director

Working on the DHL account, as an ACD, the assignments were varied — from high-impact inserts and promotional items for Fashion Week — to a building treatment designed to be a “tourist destination”.

THE CHALLENGE
Two eye-popping colors. As a designer, I always welcomed the challenge to come up with a fresh way of using the colors red and yellow. (and even managed to get a couple of my own headlines into the mix.)

THE SOLUTION
Going beyond color to conceptualize with material and application. Most importantly, always think of the target audience, whether they are commuters stuck in traffic at the Holland Tunnel or fashionistas dealing with a rainy season in NYC.

THE RESULTS
It all paid off with a 40% increase in customer brand awareness and receiving the Ogilvy award for Best Integrated Campaign.

What better way to capture the attention of prospective importers than a phrase book with “pain points” translated into other languages. The conversion rate (80%) far outperformed the overall direct mail average for the entire campaign.

Before there were GPS devices we used footprints to track species. This cheeky mailer announced there was a new overnight delivery “species” in the area to keep an eye out for.

Doing an ad insert with fabric targeting the fashion industry was one of my favorite print ad achievements. However, here are a couple more ads that I’m equally proud of.

“Elsebeth Thomsen is one of those rare art directors who understands the complexities of relationship marketing, is a strategic thinker and a top-rate conceptual guru. She is a true team player and capable of managing complex assignments. You won't find anyone that works harder than Elsebeth.”

Rene Lehouillier
Executive Creative Director DHL — Ogilvy

I love when I am asked to extend a campaign beyond print and digital.

Above are concepts for the DHL building, located just outside the Lincoln Tunnel, to make it a “tourist destination” in midtown New York City. Unfortunately, the city wouldn’t give DHL the building permits.

Below are custom premiums developed for DHL. These included included bags made from recycled DHL billboards for NYC Fashion Week and raincoats made out of bubble wrap for Yankee games.

Baseball, hotdogs, and DHL. A banner advertising the sponsership of MLB.

MORE CASE STUDIES:
AMERICAN EXPRESS | CCE | DOLAN & TRAYNOR | HP | JUMP FORWARD | NOT BLUE DESIGNS

ELSEBETH THOMSEN