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