FedEx: Statue of Sugarloaf

Advertising Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Bill Bruce
Executive Creative Directors: Greg Hahn, Mike Smith
Copywriter: Matthew Brink
Art Director: Adam Livesey
Illustrator: Kathleen Hanna

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71 comments

jergold's picture
jergold
89 pencils

great!

Guest's picture
Guest

superb

Guest's picture
Guest

Damn!!!
I have the same thing in my portfolio - but for an airline compamy...

AssassinX's picture
AssassinX
1329 pencils

Would like to see that...

Just don't understand why this idea was for an airliner. We know the speed of planes are all about 760km/h ...

LeeMoh's picture
LeeMoh
424 pencils

As if Fedex is faster!

Jaap Grolleman's picture
Jaap Grolleman
7006 pencils

great great, that's all I can say =)

munirgee's picture
munirgee
454 pencils

Man ! this is awesome.

They merged the Liberty Statue and Christ the Redeemer.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Thank you SO MUCH for your detailed explanation of this ad. Because you know what? I didn't know what the FUCK I was looking at before you told us!!

What is "Liberty Statue" by the way???

: (

sirvan's picture
sirvan
29870 pencils

He means "The Statue Of Liberty", which is in New York. A very iconic "American" statue.

But for the record, what you're looking at is a simple melding of 2 country's iconic statues (US/Brazil). Because FedEx, in case you didn't know, travels between those two places. And only FedEx can combine those two things. Which is why this ad is so BRILLIANT!
It tells us things we didn't know!
OMFG!
Teh CREATIVITIEZ! !!!

;)

+++

"I love some things, and don't love some other things."

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Hahahaha!!! You're too much! ; )

I know exactly what he meant. And I damn well knew what I was looking at. I was being facetious, sarcastic and pain-in-the-ass all at once! I just thought it was hilarious he was explaining the obvious as if nobody could tell what the visual represented.

And for the record, The Statue Of Liberty is NOT in New York.
It's in New Jersey!! LOL

mcfly's picture
mcfly
50 pencils

So are you saying DHL or UPS don't deliver from NY to Rio?

What makes FedEx better than their competition?

That's what the ad should be about.

Andrea Afeltra's picture
Andrea Afeltra
96 pencils

Simple and great message

tirthomitro's picture
tirthomitro
2692 pencils

AWE -fucking-SOME!

they showed me a picture & i laughed
dignity has never been photographed

ruSh.Me's picture
ruSh.Me
109 pencils

Oinks.... Liking it!!

Guest's picture
Guest

great, simple, very nice

alexander_bickov's picture
alexander_bickov
3279 pencils

Very nice idea

sush's picture
sush
518 pencils

nice way to put it.kool

sue

dlue's picture
dlue
342 pencils

yeah. nothing more to say

cheers,
dlue

Guest's picture
Guest

really nice idea!!

ilovegreatads's picture
ilovegreatads
312 pencils

fedexcellent

chemunoz's picture
chemunoz
90 pencils

done, with jeep

chemunoz

chemunoz's picture
chemunoz
90 pencils

done, with jeep

chemunoz

spy's picture
spy
8 pencils

ndio!! yiko mzuri

Guest's picture
Guest

good but not great.

royschellekens's picture
royschellekens
390 pencils

Great!

http://twitter.com/royschellekens

Hate advertising? Make better ads.

Guest's picture
Guest

Can't quite put my finger on where I've seen this before. Wait, yes I can.

http://adsoftheworld.com/media/print/jeep_husky_camel

AmOgodzzz's picture
AmOgodzzz
826 pencils

Makes sense, since both campaigns were done by BBDO.
I don't think recycling your own ideas is so bad. Unless you make a habit of it.

joelapompe's picture
joelapompe
3293 pencils

yeah but done (in photography) in 2007 for Telefonica "long distance calls" (corcovado mixed with Liberty statue)

Guest's picture
Guest

Yeah but can you campaign that out?

Snap.

Donald Draper's picture
Donald Draper
137 pencils

Love this... congrats...

busyb's picture
busyb
115 pencils

it is nice. the only thing I don't like is that it reminds me JEEP.

firebug's picture
firebug
1117 pencils

nice work

Guest's picture
Guest

It´s nice, but we all know BBDO and Fedex are capable of doing better.

Guest's picture
Guest

Well done! Really love this. Very simple. Clean. Direct. Not easy to do cool stuff on this brand, but you have.

Wolfgang's picture
Wolfgang
136 pencils

WOW. So simple. So easy. So strong. Like it a lot.

silvi's picture
silvi
4172 pencils

Beautiful. I want see more versions.

frcxshw's picture
frcxshw
87 pencils

Love it.

dreamer_'s picture
dreamer_
161 pencils

great!!!
muy claro y simple.

dreamer_'s picture
dreamer_
161 pencils

congrats!!

ace85le's picture
ace85le
3941 pencils

Idea is not new, but it's the simplicity that wins.

-------------------------------

www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

hagemony's picture
hagemony
335 pencils

like it. 5 4 U

rolling.stone's picture
rolling.stone
2740 pencils

this is the power of simplicity

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

skinny's picture
skinny
161 pencils

Awesome!

sgre2504's picture
sgre2504
137 pencils

this is really good work: simple, clever. bravo!

mpared's picture
mpared
562 pencils

amazing work well done

Bob08's picture
Bob08
749 pencils

FedEx is just between USA and Brazil?
Copy lost, please return.

Guest's picture
Guest

oh my god. what a ridiculous comment!

myrmadon's picture
myrmadon
14 pencils

i really like how the new shape mimics an airport lineman performing ground signals to an aircraft = FedEx Express.

sirvan's picture
sirvan
29870 pencils

All this ad "says" is that FedEx goes between New York and Rio.

The fact that it says that simply, and visually is GOOD. But it's not awesome. This "melding" of the icons from different cities/cultures/products technique has been done a zillion times over the years.

Man, you guys are an easy bunch.

+++

"I love some things, and don't love some other things."

bluejay's picture
bluejay
44 pencils

Agree sirvan.

Guest's picture
Guest

Alright.... "Statue of Sugarloaf".... no no.
Christ the Redeemer is NOT on the Sugarloaf.

Ergo, this is wrong.

F.Abboud's picture
F.Abboud
218 pencils

Creative is clean and art direction is good as well; you can clearly know from the colors that it's a FedEx Ad, and lots of people are aware that Status of Liberty is in USA and the Redeemer is in Brazil; but what does the Ad announce here, from communication perspective; is this a new route from FedEx? Are they reinforcing their position for this service/route? Are they the only courier service between NY & Rio? I didn't get the communication message here;

sirvan's picture
sirvan
29870 pencils

Exactly. And that's the problem.

+++

"I love some things, and don't love some other things."

Guest's picture
Guest

simply............ owsome

PogoLogo's picture
PogoLogo
10 pencils

Have to admit I didn't instantly see Christ the Redeemer... Just me?!

Although not exactly original it's nicely executed and does communicate the idea of crossing distances/borders - which is what FedEx do...
Communication message isn't explicit but if nothing else that makes you think, which isn't such a bad thing, is it?!

Would definitely be better as part of a series.

annavel's picture
annavel
107 pencils

I love the simplicity of the concept but it is visually attractive.

Guest's picture
Guest

All your comments are based on the agency who made it. This is student work, and by student I mean a "one off". I would love to see more executions of it.

theanc's picture
theanc
2774 pencils

Great execution. Simplicity rules.

Guest's picture
Guest

Simply.Great!

Guest's picture
Guest

Brilliant because:

- it's simple, direct

- it makes the company's product seem simple, direct

- no other delivery company could do this. It's attached to the brand. Just perfect because it's authentic.

Guest's picture
Guest

wow, beautiful ad...

AssassinX's picture
AssassinX
1329 pencils

Fantastic!

Sooooooooooooooooooo clever!

whengee's picture
whengee
39 pencils

goood

whengee's picture
whengee
39 pencils

goood

willy wonka's picture
willy wonka
137 pencils

Very Nice, good idea and execution

rohit_bharati's picture
rohit_bharati
75 pencils

simple and effective

mayankbarolia's picture
mayankbarolia
144 pencils

simple and impressive

danbenreiter's picture
danbenreiter
4 pencils

someone should have told them the name makes no sense, Christ doesn't sit atop the sugar loaf

danbenreiter's picture
danbenreiter
4 pencils

someone should have told them the name makes no sense, Christ doesn't sit atop the sugar loaf

manumartin5's picture
manumartin5
1202 pencils

this is a class ad in the "minimalist" category. I liked it.

Sverdlychenko's picture
Sverdlychenko
12 pencils

Simply Perfect.

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