The fast - EMS | Clapboard Ad Archive

The fast campaign from EMS, conceived by Bold Creative Boutique and launched in Saudi Arabia during Year 2013, set a new standard for experiential ambient work in the professional services space by leveraging Ramadan’s high-traffic mall environments and deploying large-scale 3D art to dramatize EMS’s international MOBTAATH service. Known locally as AL BAREED AL MOMTAZ and largely perceived as a domestic courier leader, EMS in Year 2013 faced the imperative of shifting entrenched consumer perceptions and cementing MOBTAATH as the go-to choice for Saudi students shipping goods and memories to the UK, USA, France, Germany, and Australia. Building on the prior digital campaign’s emotional resonance, Bold Creative Boutique elevated the narrative with what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, transforming the invisible infrastructure of global shipping into a captivating sensory spectacle. The centrepiece—a 95-square-meter 3D illusion in a bustling mall that visualized a conveyor belt unfurling from an EMS shipping box, snaking through instantly recognizable global landmarks—let the target audience quite literally step into the world of international delivery, collapsing distance and animating the brand promise. Bridging physical and digital, the campaign integrated a mobile application that allowed visitors to scan a QR code on the artwork, triggering an augmented reality animation of the delivery journey and inviting social sharing with the incentive of free shipping coupons—an approach that not only extended dwell time with the touchpoint but catalyzed organic amplification across key platforms. The momentum crescendoed online with a viral roll-out featuring the campaign mascot THE FAST, first seeded through a teaser and then a longer-format film that funneled viewers into a Facebook game, stacking brand interaction on top of awareness and driving further participation with a chance to win prizes. As a result, EMS more than doubled its social media traffic and generated over 7,000 social mentions, achieving the crucial goal of converting the brand’s local reputation into widespread recognition for its international capabilities in a market category often defined by inertia and traditional loyalty. The campaign earns 71/100 in Clapboard’s global creative archive. The fast matters as a demonstration of how symbolic storytelling and sensory public engagement can rapidly reframe legacy perceptions, especially for service brands aspiring to transcend local limits and claim relevance on the world stage.