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DHL international express shipping fails to deliver
CLIENT: DHLPRODUCT: International express shippingMEDIUM: Print/The Straits TimesMARKET: Consumers/businesses APPEAL: Little besides the wave of yellow optimism that greets you as you turn the page. Good for branding (we suppose), but that’s about as far as it goes. POSITIONING: We find the physical positioning a little strange. Ensconced within the main (i.e. prime/news) section of the Straits Times, overall the ad feels more business-oriented than consumer, suggesting that the business pages would be a better alternative. Another thing that immediately struck us was the mechanical positioning of the different elements; header in the top right, map in top left, image bottom left, and copy bottom right. Without much aesthetic glue tying everything together, it all comes across as a little rudimentary. Relationally, it is also weak. Fedex have cornered the aesthetic market with captivating images of far-flung landmarks and resilient deliverymen that marry humour with an efficient appeal. Here, the pic
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