PREMISE SETTER: LOGISTICS by Ogilvy & Mather USA for UPS

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PREMISE SETTER: LOGISTICS

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Industry Postal, Courier, Shipping & Freight services
Media Film
Market United States
Agency Ogilvy & Mather USA
Director Raymond Bark
Art Director Mitch Gordon
Copywriter Chris Wall, Dave O'hare, Steve Silver Leo Burnett
Account Supervisor Alda Abbracciamento
Editor Adam Leibowitz
Production Gartner Films
Released September 2010

Credits & Description

Category: Commercial Public Services
Advertiser: UPS
Product/Service: UPS
Agency: OGILVY & MATHER
Production Company: GARTNER, Santa Monica, USA
Date of First Appearance: Sep 1 2010
Chief Creative Officer: Chris Wall/Joe Sciarrotta
Creative Director: Mitch Gordon/Steve Silver
Copywriter: Chris Wall/Steve Silver/Dave O'hare
Art Director: Mitch Gordon
Agency Producer: Melissa Mapes
Account Supervisor: Alda Abbracciamento
Director: Raymond Bark
Editor: Adam Leibowitz
Sound Design/Arrangement: Marc Altshuler
Animation: Nice Shoes Post Production
Music: Human Music Design
Account Manager: Nils Von Zelowitz
Planner: Charles Mckittrick
Editing Company: Go Robot

English Description
For years, the biggest challenge for UPS was what people thought they did.

Shipping. And the problem with shipping is that shipping is old. Shipping is boring. When you’re in the shipping business, the only customers you get to talk to are shipping managers, and you usually talk about price.

UPS needed to be more than a shipping company. They needed to talk to people in the boardroom instead of the shipping dock. And instead of just talking rate and speed of delivery, they needed to talk about supply chains and competitive advantages and customized business solutions. Value—not price.

That’s what the We Love Logistics campaign is all about. It’s also the first time in UPS history that the brand campaign is truly global, incorporates the UPS Stores, and reaches both external audiences and their own employees.

In every continent, in over 200 countries, and umpteen different languages, and across every media channel, people see the same message:

Nothing is more powerful in business today than logistics. And no one knows logistics better than UPS.