FedEx is pitching in to deliver the COVID vaccines, the first step to getting back to a semblance of life like before.
Hopeful for the future, BBDO New York–longtime creative agency for FedEx–created “Moving Forward” which captures the anticipation and moments that the delivery of the vaccines will enable. The film works backwards, reversing the life we’ve all missed, tracing it to FedEx and their efforts to deliver when it matters most.
The film is the first to bring to life the company’s new brand positioning, “Where now meets next.” Delivering vaccines was a key opportunity to highlight how FedEx is always innovating to stay ahead of its customers’ changing expectations.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, EVPs, executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, VP, creative director; Karen D’Souza, Rich Fiset, associate creative directors; Alex Gianni, SVP, group executive producer; Julia Millison, sr. music producer; Jessica Nugent, SVP, production services director; Zach Kula, VP, group planning director; Alexandra Britt, sr. planner. Editorial Friendshop! Ben Suenaga, editor/partner; Michael Distelkamp, editor; Melissa Mapes, managing director; Laura Shackleford, producer; Molly Gandor, assistant editor. Telecine Color Collective Alex Bickel, telecine artist; Alex Jimenez, color assist; Claudia Guevara, producer. Conform/Finish Friendshop! Mario Casetta, conform Flame; Laura Shackleford, producer. Graphic Design Friendshop! Rebecca Bolde, motion graphics. Music Halo Music and Sound Seth Olinsky, composer; Peter Gannon, producer; Gus Koven, sound design. Mix & Record Company Sound Lounge Tom Jucarone, engineer; Lauren Mullen, producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
