This FedEx Express Campaign Makes the World a Little Smaller
Amelia Roblin — October 3, 2011 — Marketing
References: jjiaa.org & adsoftheworld
The world is a very big place compared to the scale of a human, yet logistics companies are constantly trying to convince their customers how small it seems to them. This FedEx Express campaign employs an elementary technique to visually demonstrate this in each of these prints, by superimposing a wonder of the world into a photograph of another.
In the first ad, the Eiffel Tower has been placed on the American side of Niagara Falls, and the second shows Christ the Redeemer next to the Great Wall of China. Tower Bridge is suddenly a neighbor to Paris's great structural monument, and the Statue of Liberty finds itself adjacent to the Taj Mahal in this FedEx Express campaign.
In the first ad, the Eiffel Tower has been placed on the American side of Niagara Falls, and the second shows Christ the Redeemer next to the Great Wall of China. Tower Bridge is suddenly a neighbor to Paris's great structural monument, and the Statue of Liberty finds itself adjacent to the Taj Mahal in this FedEx Express campaign.
Trend Themes
1. Geographical Mashup - Combining landmarks from different parts of the world to create visual mashups can be a disruptive innovation opportunity for travel and tourism companies
2. Perspective Shift - Creating visual representations that showcase the perception of size can be a disruptive innovation opportunity for companies in logistics and transportation industries
3. Cultural Integration - Integrating cultural landmarks from different parts of the world can be a disruptive innovation opportunity for companies in the hospitality and food industries
Industry Implications
1. Travel and Tourism - Travel and tourism companies can leverage geographical mashups to create unique and innovative travel packages
2. Logistics and Transportation - Companies in logistics and transportation industries can leverage perspective shifts to change the perception of their services and stand out from competitors
3. Hospitality and Food - Companies in the hospitality and food industries can leverage cultural integration to create unique and innovative dining experiences
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