Fuel Transport: Fuel Transport [image] 6

Credits & Description:

Title: Fuel Transport
Agency: Sid Lee
Brand: Fuel Transport
Country: Canada
Entrant Company: Sid Lee, Toronto
Advertising Agency: Sid Lee, Toronto
Production Company: Sid Lee, Toronto
Executive Creative Director, Partner: Jeffrey Da Silva (Sid Lee)
Executive Creative Director, Partner: Tom Koukodimos (Sid Lee)
Editor: Nigel Mcginn (Sid Lee)
Copywriter: Zachary Radford (Sid Lee)
Copywriter: Meaghan Nicol (Sid Lee)
Copywriter: Andrew Ennals (Sid Lee)
Designer: Dominic Liu (Sid Lee)
Designer: Laura Soper (Sid Lee)
Account Director: Katherine Craig (Sid Lee)
Account Manager: Sophie Carle (Sid Lee)
Outcome:
The brand was rolled out and in market in March of 2017, meaning at the time of writing, there are no quantifiable results to share.
Campaign Description:
USING THE SIMPLE CONTAINER TO BRING THE NOTION OF INTELLIGENT TRANSPORT TO LIFEFuel would be characterized not as a transportation company, but as an intelligent transportation company, thanks to its strengths in creative problem solving, adaptability, and flexibility. It would stand apart as the solution that values brains over brawn, joining significant horsepower with even more impressive brainpower. The brand would communicate its value in helping solve problems and simplify the benefits of logistics in ways shippers (and ultimately consumers) could understand and appreciate. The container helped us do so in an impactful way through its simplicity and adaptability. Being the fundamental building block of transportation, the container was used as the core visual device to create a modular system for Fuel that could be used to tell a story for every single one of its clients.
Synopsis:
ESTABLISHING A LOGISTICS BRAND WITH A DISTINCTIVE TAKE ON A SEEMINGLY ONE-DIMENSIONAL INDUSTRY The logistics industry is obsessed with raw efficiency and effectiveness. Everyone is shouting about speed and size. But Fuel – a privately-owned Canadian logistics & transportation company – sees logistics as more than that. Headquartered in Montreal, the company possessed a characteristically charismatic and ebullient French Canadian character that differentiated it from competitors – especially from a client and customer service standpoint. As the company was at an inflection point, planning to expand their operations across North America, it needed to crystallize its compelling alternative offering. Our task was to help Fuel tell its emotional positioning in a more charming way through its logo, which would become its most important calling card.
Strategy:
A CHALLENGER BRAND COMMITTED TO DELIVERING THE THINGS PEOPLE NEED TO DO THE THINGS THEY LOVE Ethnographic research revealed that Fuel’s impassioned culture and relationship-led offering lent itself to forming stronger bonds its clients. Shippers are increasingly seeking partners that can take tactical problems and lead them to strategic solutions; trust is now valued significantly over cost. Fuel’s strength in being able to handle domestic and international shippers’ increasingly complex and volatile problems, with dedication and a fist-pump, gave it a distinct advantage. We designed Fuel’s brand to balance empathy and tenacious ambition, believing that transport is ultimately about facilitating everyday life moments. This impact-focused positioning would firmly establish Fuel as a challenger brand, eschewing the cold and transactional nature and promises used by other logistics companies.
Execution:
USING LIFE’S MOMENTS TO LINK THE ADAPTABILITY OF THE BRAND TO THAT OF THE LOGOInspired by the container as the core building block of transportation, the logo features a simple and adaptable bracket. The container’s adaptability reflects the intelligence that sets Fuel apart. It grows and shrinks to hold what’s contained within it and was used to create an energetic, dynamic visual device that could scale with wide variety of objects Fuel transports on a daily basis. Seamless photography enabled us to showcase the breadth and scope of cargo, as well as those symbols of intelligence (i.e. Rubik’s cube). The video demonstrates how Fuel has an impact on everyday life: that every object shapes and has meaning to someone’s life in some way. This emotive approach is in stark contrast to competitors, and the light, lively, and playful music was chosen to accentuate this positioning.