Maersk Air Digital We are by LBi

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We are

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Industry Airlines
Media Digital, Interactive & Mobile
Market Denmark
Agency LBi
Released June 2012


Epica Awards 2012
Interactive Business to Business & Corporate Interactive Gold

Credits & Description

Agency (city): LBi Denmark
Creative Director(s): Rasmus Frandsen
Art Director(s): Toke Kristensen
Lead Creative Technologist: Dennis Green-Lieber
Creative Technologist: Mads Viktor Hartvig Hansen
Creative Technologist: Rasmus Elken
Interface Developer: Rasmus Bangsted Pedersen
Creative Developer: Klaus Mandal Hansen
Short explanation is a digital storytelling platform that supports Maersk's corporate website and showcases the corporate movie 'We are Maersk' through an engaging, compelling and personalised digital experience. Our aim was to create universe that resonates a modern-day corporate brochure with dynamic and customised content.
The content is distributed in an interactive multi-layer via info graphics, Q&As, animations and images and is customised through IP-detection in order to increase relevance for a diverse global audience.
Applying business-to-consumer means of communication to business-to-business messaging is setting a new direction for communication in the shipping industry.
Maersk has been a world leader the in shipping for over a century. Despite its success, the brand is perceived as old-fashioned and has trouble attracting graduates and establishing itself as modern, open and innovative. Therefore Maersk is pursuing a new strategic direction that focuses on transparency and communicating to a broader audience.