Fedex Design & Branding ENCHANTED FACEBOOK APP by BBDO New York, BBDO New York/ BBDO Atlanta

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Industry Postal, Courier, Shipping & Freight services
Media Design & Branding
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars
Executive Creative Director Mike Smith, Greg Hahn
Art Director Nick Klinkert
Copywriter Tom Kraemer, Chris Beresford-Hill
Released April 2012

Credits & Description

Category: Online Digital Design
Advertiser: FEDEX
Product/Service: FEDEX
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Senior Creative Director/Copywriter: Tom Kraemer (BBDO New York)
Senior Creative Director/Art Director: Nick Klinkert (BBDO New York)
Senior Creative Director/Copywriter: Chris Beresford-Hill (BBDO New York)
Director Of Creative Engineering/Production: Niklas Lindstrom (BBDO New York)
Senior Interactive Producer: Tena Goy (BBDO New York)
Director Of User Experience Design: Jeff Puskar (BBDO New York)
Director Of Music/Radio Production: Rani Vaz (BBDO New York)
Account Team: Olivia Heeren/Andrea Derby/Tian Chang (BBDO New York)
Design/Digital Production Company: (Resn)
Sound Design: (Human/Resn)
Media placement: Broadcast TV - CBS - 27 November 2011
Media placement: Facebook App - Facebook - 25 April 2012

Describe the brief from the client
Our brief was to find an engaging way online to enlighten consumers on the impressive sustainability solutions at FedEx.

Describe the challenges and key objectives
Since most people are completely unaware of FedEx’s recent environmentally friendly efforts, we needed an inviting way to get the conversation started. Rather than merely spotlight specific sustainability gains (such as their growing fleet of electric trucks and lower-emission planes), we decided to get users to interact with the brand and – together with FedEx – do some tangible good. Specifically, for everyone who planted a virtual tree within our forest app, FedEx helped the Arbor Day Foundation plant a real one.

Describe how you arrived at the final design
Visually, we created a lush, animated online forest world that would be welcoming enough to entice users to plant a tree featuring their very own face. We designed a user flow simple enough for people who preferred to just get in, plant a tree and get out. However, we also allowed room for others who wished to go deeper, interact further with the woodland creatures, and search the forest for their friends’ trees.

Give some indication of how successful the outcome was in the market
The average time spent on the site was an impressive 8 minutes. In addition, 22% of visitors returned to the site. In the end, we proved that just as the sprite writes out in pixie dust, “Helping a real-life forest is not a fairy tale”.