With very few exceptions, B2B communication is all stock images and corporate clichés. It’s also dominated by the belief by brands and advertisers that rational communication works best. Danish creative agency &Co is taking the opposite approach, using emotional storytelling and attention-grabbing creative in its campaign, Connect your world in new ways. The agency’s latest film for Maersk is an intriguing and cinematic look into the future of logistics.
It’s so likely to stand out on LinkedIn.
Peter Dinesen, senior copywriter and partner at &Co, commented, “You can watch this film as a fast-paced action thriller about a world that is coming apart or you can see it as a straight story about four characters within logistics who have to deliver a package and need to connect the world in new ways… Maybe that’s the trick.”
Rasmus Philip, media strategist at &Co, added, “On a platform like LinkedIn, people expect classical corporate updates and job posts. This campaign is far from what is expected. It breaks the conventional use of the platform.
“We believe that our opportunity for creating dialogue with our global audience lies in a different place than what we have seen previously from other B2B campaigns. Ahead of us is a long-planned campaign period. While we plan for massive impact during this launch, we have also planned to keep our audience engaged over time, surprising and educating them through various forms of content.”
Maersk is known to most people as the world’s biggest shipping company. However, it’s undergoing a monumental business transformation to become known instead as the world’s most powerful and connected logistics service provider connecting its customers’ supply chain all the way. It aims to be known as the logistics partner of the future.
&Co is creating all the content and communication to do so, transforming both internal and external communication in a fundamental way.
Anne With Damgaard, head of marketing activation at Maersk, noted, “Much like we did with the global campaign and predecessor, This is Your Brain, quoted to be one of the best performing campaigns on LinkedIn ever, we are pushing the limit for how a corporate message can be delivered. At Maersk we are on a continuous journey of transforming our business and Connect your world in new ways is the second burst to communicate the Maersk brand platform, All the way.”
The new campaign launched on LinkedIn on June 29 and is backed by a distribution model and media plan to ensure global impact.
It was directed by Danish feature film director, Christoffer Boe, and produced by Circus Alphaville.
Creative Director: Thomas Hoffmann
Art Director: Claus Collstrup
Copywriter: Peter Dinesen
Media Strategist: Rasmus Philip
Account Director: Pernille Ryder
Account Manager: Eva Rabenhøj
Strategic Planner: Mathias Birkvad
Strategic Director: Ørnulf Johnsen
Project Managers: Nusha Haghighi & Katrine Ringsing
Visual Creative: Anders Martin Jensen
Project Manager: Sofie Hansen
Final Art: Kenneth Andersen
Agency Producer: Lene Meyer
Agency Film Editor: Julius Mydtskov
Executive Producer: Morten Hoffmann Larsen
Line Producer: Anders Hynding
Director: Christoffer Boes