HAUTE COUTURE BY DHL

Credits & Description:

Category: Small Scale Corporate Identity Schemes
Advertiser: DHL
Product/Service: DHL
Agency: JUNG von MATT
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Director: Mathias Stiller/Wolfgang Schneider (Jung von Matt AG)
Creative Director: Markus Ewertz/Boris Schwiedrzik (Jung von Matt AG)
Art Director: Marc Tebart (Jung von Matt AG)
Copywriter: Friederike Sinning (Jung von Matt AG)
Account Supervisor: Ilan Schäfer/Jan-Hendrik Oelckers/Niko Thielsch (Jung von Matt AG)
Agency Producer: Sven Hannemann (Jung von Matt AG)
Final Artwork: Christoph Von Bartkowski (Jung von Matt AG)
Design: Michael Michalsky/Peggy Schuller (Jung von Matt AG)
Media placement: Temporary Exhibition - Mercedes Benz Fashion Week - 20-23 January 2010

Describe the challenges and key objectives
The challenge was to create a connection between two very different worlds: the world of logistics and the world of fashion.

Describe the brief from the client
DHL is the official logistics partner of Fashion Week worldwide. They provide the logistics know-how and technical support and also come up with new logistics ideas for this creative business. Here, our task was to create an international campaign that emphasises DHL’s competence in the fashion industry. The campaign runs in the world’s fashion capitals like New York, London, Milan, Berlin and Singapore.

Describe how you arrived at the final design
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'. 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. At the DHL stand at Fashion Week the unique dresses were displayed on dummies and worn by hostesses.

Give some indication of how successful the outcome was in the market
The dresses created lots of attention and generated contacts with new business partners.