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Delivering Next

FedEx Europe wanted to transform perceptions among small businesses and become ‘the network for what’s next’. Redwood BBDO conceived and executed a fully integrated 360 campaign to relaunch the brand - including an ambitious TV-ready film, striking OOH and always-on B2B content - across 32 markets.

A full-funnel vision

To tell a new, differentiating digital-first story to growth-hungry European SMEs, FedEx needed much more than just a one-off ad campaign. They needed a creative partner that could bring their new global tagline, ‘Where now meets next’, to life and reimagine the brand to tell a cohesive 12 month story. Having steered FedEx through the twin challenges of Brexit and Covid in 2020, FedEx entrusted Redwood to realise their full-funnel vision.

Turning now into next

Our integrated approach meant building a ‘Next’ narrative from the bottom-up - a single big idea that could flex to tell a breadth of nuanced transformation stories on topics ranging from e-commerce to sustainability. A playful TVC and OOH concept presents ‘Next’ as the place where FedEx helps businesses seamlessly transcend barriers to deliver progress. And an always-on content programme together with the launch of a Small Business Grant competition delivers SMEs meaningful help to get there. 

A truly integrated model

Redwood’s studio-agility and production muscle allowed us to deliver scale and depth at pace. Detailed content assets produced by our expert B2B specialists; a bold new brand identity developed by our creatives - and an ambitious TVC produced by Redwood Studios, our in-house production arm, in partnership with Bullion Productions. The result? A single idea and fresh visual identity playing out as an ATL campaign in 32 markets across every content channel and touchpoint in the FedEx eco-system for years to come.

Delivering Next campaign ad on a billboard

Mobile phone displaying Delivering Next social posts