BBDO NY’s new corporate brand campaign for FedEx captures the emotional side of package delivery. Four films directed by Noam Murro of Biscuit Filmworks bring to life the possibilities that FedEx delivers, from the comfort of home to family memories and much much more. And while FedEx has always been focused on connecting people and possibilities, this new work showcases stories of FedEx going beyond the box to do just that.
Included in this package of ads is “Opportunity” in which we see a baked goods business score it’s one millionth order, and then go back in time to see how this success story evolved, starting with the seemingly uneventful FedEx delivery of a professional electric mixer for baking. At the time, the recipients, our married entrepreneurs to be, note that they don’t even bake.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide, Greg Hahn, chief creative officer, NY; Tom Godici, Greg Ketchum, executive creative directors; Banks Noel, Greg Gerstner, creative directors; Andrew Wardrep, Matt Fiedler, Gavin Breyer, Karen D’souza, associate creative directors; Alex Gianni, executive producer; Ted Mcenaney, sr. producer; Rani Vaz, head of music production. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Jeff McDougall, exec producer; Rachel Glaub, Mercedes Allen-Sarria, heads of production; Jay Veal, unit production manager; Simon Duggan, DP; Brock Houghton, production designer. Editorial Work Peter Brandt, editor; Chris Delarenal, producer; Mike Horan, Trevor Myers, assistant editors. Color Freefolk Paul Harrison, telecine artist; Celia Williams, producer. Conform/Finish Blacksmith Daniel Morris, conform artist; Charlotte Arnold, exec producer; Alexa Mauro, producer. Audio Post Sound Lounge Tom Jucarone, engineer.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
