DHL today launched its new brand campaign with the tagline "The Power of Global Trade". The campaign's guiding theme is the deep connection between trade and logistics and the impact it has in improving people´s lives. The concept comprises print ads, advertisements in online and Out-of-Home media, as well as TV spots and Social Media measures.

With the support of the Group-wide internal brand campaign "Connecting people. Improving lives" this new emotional positioning of the DHL brand has become a truly integrated 360 degree approach.

The new campaign underscores the influence of global trade on people's well-being and the important role DHL plays within this area. "We want to emotionalize the brand DHL more strongly to differentiate us from our competitors", explains Christof Ehrhart, Executive Vice President Corporate Communications and Responsibility at Deutsche Post DHL Group. "Global trade is the engine that drives economic growth as well as individual prosperity across all continents on the planet.

The campaign shows DHL as a responsible logistics provider which connects people and improves their lives. By telling the story that global trade makes the world a better place, we build a strong and optimistic platform for the value logistics brings to society."

TV spots shot by multi-award winning director Frederic Planchon

The creation includes two emotional TV spots, in which DHL and global trade are showcased as enablers of education in Africa and medical care in South America.

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Source: Deutsche Post DHL