Doner (Detroit)

On March 30, 2009, The UPS Store, the world's largest franchise of retail shipping, postal and business service centers, launched an innovative advertising campaign, created by Doner (HQ in Detroit). The campaign uses CGI to bring to life a fantasy world made completely of cardboard. The statement, "We do more than shipping," is used throughout the campaign which includes: television, radio, print, online and local store marketing. Through research, it was learned that many people think The UPS Store is only used for one thing...shipping, of course! In order to change people's minds, this campaign focuses on the plethora of business services that The UPS Store offers its customers. By using cardboard (the thing that The UPS Store is known for), Doner created a brand new visual style to make their point: ‘We do a lot more than shipping.'" I love this print ad in particular because it shows in a creative way that they will do everything they can to package your item safely as well as send it. Before seeing this advertisement, I never realized that The UPS Store would actually properly package the item you're sending....this ad gives me faith and trust in The UPS Store to not only send my package, but also give it the protection it needs to make it to point B safely. It was a great idea for them to create this castle only using cardboard because it creates the image/idea that anything can be protected with just the use of cardboard....and that is exactly what The UPS store uses.