DHL: HAUTE COUTURE

Credits & Description:

Category: Best Use of Branded Content
Advertiser: DHL
Product/Service: DELIVERY SERVICES
Agency: JUNG von MATT
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Directors: Mathias Stiller/Wolfgang Schneider (Jung von Matt)
Creative Directors: Markus Ewertz/Boris Schwiedrzik (Jung von Matt)
Art Director: Marc Tebart (Jung von Matt)
Copywriter: Friederike Sinning (Jung von Matt)
Account Supervisors: Ilan Schäfer/Jan-Hendrik Oelkers/Niko Thielsch (Jung von Matt)
Agency Producer: Sven Hannemann (Jung von Matt)
Final Artwork: Christoph von Bartkowski (Jung von Matt)
Design: Michael Michalsky/Peggy Schuller (Jung von Matt)
Media placement: Exhibits - 3 Dresses - Mercedes Benz Fashion Week Berlin 2010 - 20-23 January 2010
Results and Effectiveness
At Fashion Week, the dresses were a highlight for the press and the fair audience. They caused a lot of traffic at the DHL stand and generated contacts with new business partners.
Creative Execution
To communicate the close connection between DHL and the fashion world we invented a new advertising medium: fashion itself. In cooperation with Michael Michalsky – one of Germany's most famous designers – we created a special haute couture collection: dresses exclusively made of original DHL packaging materials. Bringing to life our motto: "DHL – the perfect fit for the fashion world". The dresses were displayed on dummies at the DHL stand at Fashion Week and worn by hostesses. An elaborate fashion shoot with our dresses provided the motifs for our print material, such as posters, invitation cards, a calendar etc, and the online campaign.
Insights, Strategy & the Idea
DHL is the official logistics partner of Fashion Week worldwide. They provide the logistics know-how and technical support and also come up with new logistics ideas for this creative business. Here, our task was to create an international campaign that emphasises DHL’s competence in the fashion industry. The campaign runs in the world’s fashion capitals like New York, London, Milan, Berlin and Singapore. The target audience are business partners and potential clients from the fashion industry.