Maersk channels human side of logistics with new Upside campaign

MAERSK UPSIDE - mediashotz

Global shipping giant Maersk has launched a new global communications campaign, called Upside, today (7 September), with a full budget film high on emotion and atmosphere.

The aim is to continue the success of its latest strategy which scooped an international award and boosted business.

Maersk’s new campaign is created by the internationally acclaimed creative agency &Co. and directed by CC Wade.

The director duo of twin brothers Paraic and Michael Morrissey is best known for their music videos for artists like Michael Kiwanuka and King Krule. 

Maersk’s Upside

“Upside” – a 2-minute film combining CGI and old school miniature building techniques – marks their commercial debut and depicts a heroine’s emotional transformation when she enters a dystopian logistical nightmare only to discover a new land of opportunities – The Upside.

The film reflects the daily battle businesses face when trying to deliver their goods around the world, a chaos that Maersk promises to smooth over with the technology and services it offers. 

The new ‘Upside’ campaign also aims to encourage the VPs of logistics to view themselves as opportunity seekers, rather than exclusively problem solvers.

“To me, the film shows the upside of shifting the perception from solving logistical problems to actually seeking opportunities,” said Anne With Damgaard, Global Head of Marketing at Maersk.

“Integrated logistics holds some of the most untapped potential for business growth, and this piece of unconventional and creative B2B communication embodies our offering.”

The upside of B2B advertising

The marketing effort, a three-year collaboration with creative partners &Co. and Havas Media Group, has already won global awards and helped boost business.

It has so far featured three well-received films – “This is your Brain”, “Maersk Spot”, and “Disconnected” – which apply emotional storytelling to show why frustrated businesses should switch to Maersk’s new, frictionless logistics offerings.

At the core of the strategy is emotional storytelling. Mathias Birkvad, &Co. strategist, explained: “A strategy is essentially a story. 

“The strategic change of Maersk is complex, however when it is told through the toolbox of emotion storytelling its intent is not only understood, but also felt: By employees, customers, inventors, and other stakeholders. 

“And feelings are the key to acceptance and consequent action. The storytelling is essentially accelerating the impact of the strategy.”

The first stage of the work was recently awarded a Grand Prix in the B2B category at this year’s WARC Awards for Effectiveness in association with LIONS, a global marketing benchmark, acknowledging the astonishing brand value the campaign grew for Maersk.

The marketing effort is part of a strategic shift for Maersk, who move one in five of all the world’s goods at sea and have 80,000 staff, yet five years ago they undertook the enormous ambition to expand its services from ocean freight to become a leading end-to-end logistics company by delivering goods “all the way”. 

Havas Media Group ensures that the storytelling travels the world with strong brand activation and media planning.

David Goodall, Managing Director at Havas Media International, said: “The Upside campaign is all about repositioning Maersk as an end-to-end logistics business.

“In order for us to change perceptions amongst an audience of C-suite and logistics decision-makers, we’ve used a multichannel approach, harnessing the most meaningful media, from global television through to trade media and highly targeted core customer-focused digital channels.”