FedEx Express is the world’s largest cargo airline and delivers parcels to more than 375 destinations every day. An original and striking campaign is needed to expand the company’s print media presence. Its core values of speed and global presence must be visualized and appeal to different countries through different media channels.
Padberg & Partners designs a minimalist, yet expressive concept for the campaign. For each ad, a recognizable monument from one city is copied into the name of another, distant city. The connection between two cities is a metaphor for FedEx bridging distances between departure points and destinations. The FedEx brand colors are added to highlight the brand identity.