Explore DP World's groundbreaking move to -15°C in cold chain shipping, promoting sustainability and industry collaboration on Clapboard’s advertising archive.

Transport / Delivery Services

The Move to -15°C (case study)

Other Transport / Delivery Services Campaigns

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Meant For The Road - Westcan Bulk Transport | Clapboard Ad Archive

Westcan Bulk Transport’s Year 2018 campaign Meant For The Road, created by Haste Post Haste, reframes the identity of professional truck drivers with a cinematic touch, anchoring its communications in the lived reality and aspirations of its target audience across Canada’s vast transport landscape. Steering away from transactional narratives about moving freight, the film-driven campaign positions driving as a calling defined by adventure, challenge, and community, capturing the spirit of the open road through vistas of prairie sunrises, snow-capped mountain passes, and the quiet pride of drivers meeting people along their journey. With a narrative voice that dignifies and elevates, the campaign essentially offers a user mirror—what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery—immersing viewers not in product specs or problem-solution rhetoric but in relatable, aspirational portraits of everyday drivers: men and women who transform the cab into a different kind of corner office and who see fulfillment, community, and self-definition in the miles they cover. The central message is more than a recruitment pitch; it’s an identity statement, positioning Westcan Bulk Transport as both an employer and a lifestyle brand for those who view driving as their own version of success, resonating particularly well as it taps into the pride and sense of purpose that drives the category’s workforce. The social call to action, supported by over 416,000 YouTube views, signals authentic engagement and reach within a recruitment-driven context, while the campaign’s evocative style sets it apart from conventional employer branding in the transport sector by focusing less on logistics and more on the motivational and communal ethos shared by drivers. The campaign earns 63/100 in Clapboard’s global creative archive. This work matters because it demonstrates that employer positioning in the transport category is strongest when it confidently celebrates the identity and community spirit of its workforce.

Call Your Mom and KLM May Take You to Her - KLM | Clapboard Ad Archive — archive collection thumbnail

Call Your Mom and KLM May Take You to Her - KLM | Clapboard Ad Archive

KLM’s 2018 campaign Call Your Mom and KLM May Take You to Her, created by DDB for the Dutch market, leverages the airline’s core transport service to forge a deeply emotional connection between children and their mothers separated by distance. The campaign responds to the striking statistic that 42% of children speak to their mothers once a month or less, transforming this insight into an activation that incentivizes frequent video calls via a dedicated microsite, www.klm.com/callyourmom. By encouraging children to invest time in video conversations with their mothers, the campaign elevates KLM’s brand beyond a mere travel facilitator to an enabler of meaningful familial reconnection. The prize — a flight ticket to visit one’s mother on Mother’s Day — embodies a powerful narrative device, aligning the brand’s product with the universal emotional currency of maternal bonds. This approach situates the flight ticket as a vital plot element in the story of reunion and affection, an application of what Clapboard’s taxonomy identifies as FORMAT#5 EXEMPLARY STORY, where the product is intrinsic to the resolution of the emotional arc. The campaign’s strategic use of technology as a bridge for human connection is not just timely but resonates with contemporary shifts in communication habits and digital intimacy. DDB’s execution is both sensitive and effective, tapping into the yearning for closeness that physical distance disrupts while reinforcing KLM’s role as the facilitator of these irreplaceable moments. The film asset accompanying the campaign extends this narrative with authentic storytelling that underlines the emotional stakes and rewards of the gesture. Clapboard rates this campaign 63/100 in its global creative archive. This campaign matters to the industry because it demonstrates how transport brands can transcend functional messaging by embedding their services within emotionally charged social rituals, thereby turning transactional experiences into culturally relevant narratives that strengthen brand equity and customer loyalty.

The Seat - Vinge | Clapboard Ad Archive — archive collection thumbnail

The Seat - Vinge | Clapboard Ad Archive

The Seat, a 2018 film campaign crafted by BBDO for Vinge, one of Sweden’s leading law firms, employs a striking symbolic narrative to communicate the brand’s commitment to innovation and inclusive leadership within the professional services sector. At the core of this campaign is a meticulously designed chair that embodies Vinge’s progressive culture, serving as a visual metaphor for the firm’s dedication to empowering new talent and fostering an environment where every employee can influence the future direction of the company. Rather than relying on traditional corporate storytelling or testimonial-driven content, the campaign unfolds through the artistic process behind the creation of this emblematic seat, featuring the firm’s CEO alongside an eccentric French artist who brings the chair to life. This creative choice underscores the firm’s willingness to embrace unconventional perspectives and signals a break from the rigid hierarchies often associated with law firms. The chair’s purpose—to grant the newest employee a position on the executive committee—visually and conceptually communicates Vinge’s radical approach to leadership development and its belief in meritocracy and fresh ideas. This approach situates The Seat firmly within Clapboard’s FORMAT#9—Symbolize the Benefit, where exaggerated visuals and symbolic objects articulate the brand’s core values and advantages without explicit exposition. The campaign balances artistry and corporate messaging to position Vinge as an employer of choice for ambitious professionals seeking challenge and opportunity in a competitive market. It highlights the firm’s unique culture that values individual personality and influence at every level, reinforcing the message that success is achieved through empowerment and continuous evolution. The Seat invites viewers to engage with Vinge’s brand ethos on a conceptual level, encouraging prospective employees to envision themselves as part of a dynamic, forward-thinking organization. Clapboard rates this campaign 71/100. This campaign matters to the industry because it demonstrates how professional services brands can transcend conventional recruitment advertising by using symbolic storytelling to communicate culture and values in a way that resonates emotionally and intellectually with discerning talent.

Take a Chance or Fly Air France - Air France | Clapboard Ad Archive — archive collection thumbnail

Take a Chance or Fly Air France - Air France | Clapboard Ad Archive

Air France’s 2018 Take a Chance or Fly Air France campaign boldly positions the airline as the definitive choice for discerning travelers in the highly competitive United States transport market by foregrounding its premium in-flight experience against the backdrop of competitive pricing. The campaign leverages what Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story—a narrative-driven approach that situates the airline’s product as the pivotal solution in the passenger’s journey, effectively weaving the brand’s service offerings into a compelling storyline that resonates with its target audience. Central to the campaign’s message is the extensive onboard entertainment library boasting 500 hours of films and shows, complemented by the promise of hot meals and drinks, and the hallmark Champagne service available in all cabins on long-haul flights, all presented in the French language to underscore the brand’s heritage and elevate the perceived luxury. By directing viewers to a dedicated online destination to explore reasons to #FlyAirFrance, the campaign integrates digital call-to-action seamlessly with broadcast film, enhancing engagement and conversion potential. Air France’s focus on experiential elements not only differentiates it from budget carriers but also aligns with a growing consumer appetite for comfort and exclusivity in air travel, reinforcing the airline’s premium positioning within the transport sector. The campaign’s execution reflects a clear strategic intent to convert price-conscious yet experience-seeking passengers by juxtaposing the risk of taking a chance on lesser-known options with the assured quality of Air France’s service. Clapboard rates this campaign 57/100 in its global creative archive. This campaign matters to the industry because it demonstrates how legacy carriers can effectively deploy storytelling formats to elevate service attributes in a commoditized category while maintaining cultural authenticity and driving digital engagement.

Could watching crime really lead to more crime? - PRV | Clapboard Ad Archive — archive collection thumbnail

Could watching crime really lead to more crime? - PRV | Clapboard Ad Archive

PRV’s 2018 campaign Could watching crime really lead to more crime? created by Ehrenstråhle for the professional services category tackles the pervasive issue of illegal streaming with a direct and socially responsible message that links seemingly harmless piracy to the funding of organized crime. This film campaign, published in Sweden, leverages the widespread popularity of online streaming to expose the hidden dangers behind free access to TV shows and movies, emphasizing how illicit streaming sites bankroll criminal enterprises involved in weapons and drug trafficking. By foregrounding the problem of illegal streaming and its unintended consequences, the campaign uses what Clapboard’s taxonomy identifies as FORMAT#2—Show the Problem—to first engage the viewer with a relatable temptation and then pivot to reveal the darker reality that consuming pirated content is complicit in perpetuating serious crime. This strategic narrative effectively positions PRV, the Swedish Patent and Registrations Office, as a key player in curbing digital piracy, encouraging audiences to reconsider their media consumption habits through a localized approach that speaks directly to Swedish viewers in their own language. Ehrenstråhle’s creative execution combines compelling storytelling with impactful visuals to make the abstract threat of organized crime tangible and immediate, thereby elevating the conversation around intellectual property protection beyond legal jargon into the realm of ethical consumer choice. The campaign’s focus on mindset change rather than punitive measures highlights a nuanced understanding of audience psychology in the digital age, recognizing that awareness and education are essential to reducing the demand for illegal streaming services. PRV’s initiative not only raises public consciousness about the real-world implications of digital piracy but also serves as a call to action for responsible content consumption within the entertainment ecosystem. Clapboard rates this campaign 55/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how professional services brands can harness culturally relevant storytelling to disrupt entrenched consumer behavior while underscoring the complex intersections between digital media, crime, and regulation in the contemporary marketplace.

Power of water - Mr. Rooter | Clapboard Ad Archive — archive collection thumbnail

Power of water - Mr. Rooter | Clapboard Ad Archive

Power of water, the 2016 campaign developed by McKee Wallwork for Mr. Rooter in Mexico, smartly reframes the Professional Services category through a single, high-impact film that trades literal plumbing mishaps for a potent visual metaphor: water itself as an elemental adversary. With the central idea that water is too powerful to fight alone, the film leans into a storytelling approach aligned with what Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem, using powerful imagery and analogy to let the overwhelming force of water stand in for the real, often unseen threats in home maintenance. The creative moves decisively away from rote testimonials or service call clichés, instead invoking a sense of awe and urgency that speaks to the stakes homeowners face and the limits of DIY intervention. By dramatizing water as a force of nature—expansive, unrelenting, and beyond ordinary control—the campaign not only reinforces Mr. Rooter’s value proposition as the indispensable specialist in plumbing and drainage, but also forges a visceral connection between the audience and the abstract risk of water damage, making real the invisible stress underlying every plumbing emergency. The campaign’s December timing astutely synchs with seasonal spikes in home maintenance concerns, maximizing relevance and consumer receptivity at a moment when household systems are traditionally strained. Presented in English to reach dual-language audiences and drive recognition beyond its local market, Power of water delivers on professional services’ core promise: providing expertise precisely where customers feel most vulnerable. The film’s reach, as evidenced by viewership crossing the half-million mark, reinforces how emotionally resonant metaphor and visual storytelling can elevate a functional service to a trust-based brand relationship that extends well beyond the moment of crisis. Clapboard rates this 63/100. In an industry often tied to functional demonstrations and rational appeals, Power of water demonstrates the transformative impact of metaphor-driven storytelling for brands seeking to stand apart and own the emotional context of their category.

Taxi #InRain - Taxi Piatnitsa | Clapboard Ad Archive — archive collection thumbnail

Taxi #InRain - Taxi Piatnitsa | Clapboard Ad Archive

Taxi Piatnitsa’s 2017 campaign Taxi #InRain, crafted by Belarusian agency AIDA, ingeniously tackles the perennial challenge of transportation during inclement weather by turning rain itself into a medium and metaphor for the problem. The campaign’s core insight is that rainy conditions often deter or complicate travel, creating a demand spike for reliable taxi services. To capitalize on this, Taxi Piatnitsa introduced a 20% discount promotion activated exclusively during rainy weather, communicated through an innovative and cost-efficient execution that leverages the environment rather than conventional advertising channels. The brand applied a water-repellent coating on the windows of cafes and restaurants, rendering the Taxi Piatnitsa logo and promotional details invisible under dry conditions but vividly revealed when rainwater hit the glass. This subtle yet striking intervention situates the brand message precisely at the moment of consumer need and transforms an everyday urban surface into a dynamic, context-sensitive billboard. This approach exemplifies what Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem—because it does not simply show rain as an inconvenience but uses it as a creative trigger that reveals the solution visually and conceptually. The campaign’s low-budget strategy did not compromise its effectiveness, as evidenced by a 30% increase in calls to Taxi Piatnitsa during rainy periods, demonstrating a tangible uplift in customer engagement directly linked to the innovative outdoor tactic. The communication was delivered in Russian, ensuring resonance with the local market’s language and cultural context, and it strategically positioned Taxi Piatnitsa as the go-to transport option in adverse weather, aligning brand perception with reliability and timely responsiveness. The campaign earns 66/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how transportation brands can harness environmental factors as both message and medium to create meaningful, situational relevance without relying on traditional advertising spend, which signals a growing shift towards context-driven, ambient marketing solutions in the transport sector.