180 Kingsday & DHL: Inspire business success, win business customers

For the last four years, DHL has been telling stories about the enduring power of global trade to make the world a better place and DHL’s role in that, through its agency 180 Kingsday. The most recent campaign includes a TVC and a documentary film, the story of Thomann the world’s largest music retailer and a DHL customer. The family-owned company, based in Treppendorf, Germany, began with one man selling instruments from his rucksack. It now has 7.5 million customers all around the world.

DHL has played an important role in helping Thomann grow from a small start-up business be able to build and keep up with global demand.

The campaign reminds its audience that the way the world does business is constantly evolving. E-commerce is increasingly the battleground for many global businesses and, in turn, those business successes make a big difference to the world. With its inspiring story and atmospheric visuals by director, Marcus Söderlund at Academy, the ad creates a bond between DHL and viewers, and presents DHL as an ally facilitating business achievement.

“It’s inspiring and, in a way humbling, to see how one man with a backpack and a dream has built a business as profitable as Thomann from scratch. It just shows what you can do with a strong vision and a solid logistics partner. We sometimes talk about globalisation gone wrong. This is a shining example of globalisation gone right. As business models are changing so rapidly today, DHL has an increasingly interesting role in the global economy,” stated Kalle Hellzen, executive creative director, 180 Kingsday.

“We’re very proud of this creative platform in demonstrating the critical role DHL plays in a global economy. It has helped inspire and connect with DHL’s customers in every part of the world and helped give purpose to a global workforce that is part of a truly global business,” added Sander Volten, chief executive officer, 180 Kingsday

Previous stories in DHL’s Power of Global Trade campaign have celebrated the role DHL plays in the global fashion e-commerce industry and fulfilling time critical deliveries to companies operating in the most remote parts of the world.

The ad will run globally, via BBC World, CNN and Sky. The content film, created by 180 Kingsday’s in-house production team, is being distributed through media partners, CNN.