Thanks to Michael Wong / Ogilvy & Mather, Beijing for resending the films in a format that we could use. These films go with the previously posted images: DHL - 24 Hours Online Tracking (Dude, not truck) China and DHL - 24 Hours Online Tracking , China
Campaign objective/ creative brief:
To generate buzz for the DHL Online Tracking among the business community, a group of couriers were posted around the Beijing’s Central Business District. A white silhouette of a computer cursor were placed on their back as they walk around, quite literally demonstrating the possibility of constant tracking of your DHL parcel! This simple stunt/ live activity had effectively resulted in an apparent drop in parcel enquiry recorded by the DHL phone tracking system while online tracking click counters surged.

DHL Online Tracking “Van’
Client: DHL
Product: 24 Hours Online Tracking
Agency: Ogilvy & Mather, Beijing
Group Executive Creative Director: Nils Andersson
Executive Creative Director: KweiChee Lam
Creative Director: Michael Wong
Art Director: Michael Wong, XiaoChen Li
Copywriter: Yue Song
Account Service: Mary Jane Butler, Raina Zhang

Language: Chinese (Translation: 24 Hours Online Tracking. www.cn.dhl.com)

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.