Fedex: CHANGE by BBDO Toronto for Fedex

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Fedex: CHANGE

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Industry Postal, Courier, Shipping & Freight services
Media Film
Market Canada
Agency BBDO Toronto
Director Tim Godsall
Executive Creative Director Peter Ignazi, Carlos Moreno
Art Director Mike Donaghey
Copywriter Chris Joakim
Producer Rick Jarjoura
Account Supervisor Eva Moskovitz, Melissa Kohn
Editor Griff Henderson
Released June 2011

Awards

Cannes Lions 2011
Film Lions Business Equipment & Services Bronze

Credits & Description

Type of Entry: Product & Service
Category: Business Equipment & Services
Title: CHANGE
Advertiser/Client: FEDEX
Product/Service: NON-RUSH SHIPPING
Entrant Company: BBDO CANADA Toronto, CANADA
Advertising Agency: BBDO CANADA Toronto, CANADA
Executive Creative Director: Peter Ignazi/Carlos Moreno
Art Director: Mike Donaghey
Copywriter: Chris Joakim
Agency Producer: Christie Gawenda
Advertiser's Supervisor: Susan Hayes
Account Manager: Martina Ivsak
Account Supervisor: Eva Moskovitz/Melissa Kohn
Production Company: OPC Toronto, CANADA
2nd Production Company: PROXIMITY CANADA, CANADA
Director: Tim Godsall
Producer: Rick Jarjoura
Editor: Griff Henderson
Sound Design/Arrangement: Grayson Mathews
Other Credits: Online/Sfx: Dashing Collective/Colour: Wade Odlum
Brief Explanation:
Brief
For years, FedEx has focused on telling people about their urgent, overseas shipping services.
However, that means shippers were forgetting about all of FedEx’s other shipping options – namely, their less-urgent options.
Solution:
We showed shippers that FedEx is amazing at more than just one thing.
We did so by introducing a character who was amazing at more than one thing too.
The character appeared in all our pieces of communication: Television, online advertising, our website as well as an online promotion.