The FedEx brand was of a historical B2B mindset – leading with capabilities, speaking inwardly, and leaving them with some coupons. FedEx purchased Kinko's, scoring them main street visibility with consumers that were nowhere to be seen in the creative. But the holiday season is no time to leave money on the table.

 

Through active listening, inspiration, and motivating presentations, we sold some of the first insight-driven, emotional storytelling that FedEx had done. This holiday, audiences engaged, recognizing themselves in the work – the gifter of everyday, unique, fragile, or sentimental items who didn't know FedEx packing and shipping could help them make holiday dreams come true. We created awareness, invented shipping occasions, drove traffic, increased ticket price, and built lasting brand affinity.

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Creative Direction and Strategy