Redwood BBDO has developed a bold new brand campaign to launch FedEx Express Europe as ‘the network for what’s next’ delivering progress for European businesses.
The campaign, designed to raise brand awareness among European SMEs, brings to life the new tagline ‘FedEx. Where now meets next.’ by presenting FedEx as a connective global network moving businesses forward in a post-pandemic world.
Conceived and created by Redwood BBDO and its in-house production company, Redwood Studios, the multi-channel campaign spotlights how the network’s e-commerce services, digital tools and sustainability targets can take businesses further, and help them reach their next goals.
The marquee film, directed by Davis Silis, shows the transformation of an entrepreneur’s dress design business with one very special order.
Transported to the wonderful, imaginative world of ‘Next’ the owner is whisked across her supply chain through a desert market, a data orchestra and a flower meadow, witnessing how the FedEx network works seamlessly behind the scenes to deliver her product to customers and help her to grow her business.
Brenda McWilliams-Piatek, Vice President, Marketing Operations at FedEx Express Europe, said: “In a fast-moving world, keeping up with demand is no longer enough.
“The businesses that thrive are the ones that are looking ahead – looking for what’s next.
“This campaign is about showing growth-minded European entrepreneurs that, wherever their next ambition may lead, the FedEx global network – with its digital tools, innovations and services capabilities – can help them get there.
“We are excited to bring our new global tagline to life in such a bold, fun way, and hope to inspire businesses to achieve their goals.”
Colin Kennedy, CEO at Redwood BBDO, said: “FedEx is one of the world’s biggest and most recognisable brands, but we wanted to show they deliver much more than just goods.
“So, we set out to shift the creative focus from transportation towards transformation: playfully revealing how FedEx can help business owners to make positive change happen.
“It has been fantastic to bring such an ambitious creative project to life. For the film, we built a desert in a studio, conducted a data orchestra, and even mapped out the network in action across the world.
“It’s a visual representation of the support and exponential energy FedEx supplies to entrepreneurs. We are now hugely excited to showcase FedEx as it has never been seen before.”
The film is part of a 360-degree go-to-market plan that includes OOH and digital, running across 32 European markets.
This is launched alongside additional support for businesses in the form of a SME content hub and a Small Business Grant competition, offering entrepreneurs up to €50,000 to help them take on what’s next for their business.