Case Study: CNN Create x DHL
The Challenge
In 2019, logistics firm DHL marked their 50 year anniversary. They wanted filmed content appealing to B2B and B2C audiences which showcased:
DHL’s support of e-commerce and SMEs
Their brand values around partnership, innovation, stability
How they provide solutions to a range of businesses and commercial sectors
(image via Nikita Rud/Unsplash)
The Approach
A range of story ideas were proposed, matching projects DHL supported to topics the CNN audience is drawn to:
Sports - Drone racing tournaments sponsored by DHL
Style - DHL Fashion awards and design collaborations
Music - Transporting instruments for orchestras
Space and science - pegged to the anniversary of the moon landing and DHL’s investment in Moonbox
(image via Wikimedia)
The Solution
Music, Style and Space resonated with the client. They suggested partnerships we could leverage (Malaville Dolls and Bryan Adams)
The end result was a series of engaging films hosted on native placements, adapted into pre-roll video, and used as TV commercials.
We won Native Advertising Awards for Best Use of YouTube (1st place) and Best Use of Video (2nd place) for the campaign
Films are Bryan Adams directed by James Sharpe, Malaville directed by Narghi Dotieva and Moonbox directed by Martin Laing