DHL: Haute Couture

DHL is the official logistics partner of Fashion Week worldwide. Our task was to create an international campaign that emphasises DHL’s competence in the fashion industry. To communicate the close connection between DHL and the fashion world we turned fashion itself into our main advertising medium. In cooperation with Michael Michalsky – one of Germany‘s most famous designers – we created a special haute couture collection: dresses exclusively made of original DHL packaging materials. Bringing to life our motto: ”DHL – the perfect fit for the fashion world“. The dresses were displayed on dummies at the DHL stand at Fashion Week and worn by hostesses. An elaborate fashion shoot with our dresses provided the motifs for our print material, such as posters, invitation cards, a calendar etc., and the online campaign.

Advertising Agency: Jung von Matt/Spree, Germany
Executive Creative Directors: Wolfgang Schneider, Mathias Stiller Creative Directors: Markus Ewertz, Boris Schwiedrzik Art Director: Marc Tebart Copywriter: Friederike Sinning
Account Supervisors: Jan-Hendrik Oelckers, Ilan Schaefer
Photographers: Kristian Schuller Design: Michael Michalsky, Peggy Schuller
Published: January 2010

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17 comments

xcreativity's picture
xcreativity
2374 pencils

beautiful art direction

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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alexander_bickov's picture
alexander_bickov
3279 pencils

Nice

thedesignaddict's picture
thedesignaddict
5391 pencils

The medium is the message, after all. Nicely done.

lucdesaulniers's picture
lucdesaulniers
1147 pencils

I didn't know DHL were selling packaging material...

alejulimaty's picture
alejulimaty
838 pencils

DONE LAST YEAR BY DEL CAMPO SAATCHI & SAATCHI

rehpani's picture
rehpani
312 pencils

YES IT´S TRUE
DONE BY DEL CAMPO NAZCA SAATCHI & SAATCHI (ARGENTINA)

http://www.dcnazca.com.ar/360/reciclado.html

kingzeus's picture
kingzeus
260 pencils

nice indeed

"you are valued for your value so be valuable..."

jimmymars's picture
jimmymars
58 pencils

nice packages to unwrap indeed.

anHiiieeta's picture
anHiiieeta
328 pencils

wowwwwwwwwwwww! amazing is the word!!!!!!!!!!!!!!

roel_bogers's picture
roel_bogers
84 pencils

truly awesome! great art direction.Visually stunning!

dsklan's picture
dsklan
1925 pencils

what is the connection between dhl and the fashion world?!

hermotsura's picture
hermotsura
254 pencils

indeed. fashionable packaging? :D

Hibon's picture
Hibon
3731 pencils

Interesting but not new (very old idea)... 100 brands did this before.

Simple ideas are the best !

Dzsoi's picture
Dzsoi
5961 pencils

Agree. Recycled fashion was even made in Hungary which means it has been done a dozen times elsewhere before. And pls, don't vote for yourself, it is more pathetic than a 1.1 average rating...

mosho's picture
mosho
298 pencils

nice

LeroyChristian's picture
LeroyChristian
392 pencils

I LOVE THIS

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