DHL Express

As a sustainability trailblazer in the logistics industry, DHL Express is dedicated to achieving net zero emissions by 2050 and investing in cleaner operations. To further their commitment to environmental goals, they sought to raise awareness of their sustainability services and promote their GoGreen Plus offering, providing customers with market-leading sustainable choices.

DHL Express stands at the forefront of investment into Sustainable Aviation Fuel (SAF) and offers carbon “insetting” – enabling customers not only to choose more sustainable logistics products but also to invest in SAF, reducing their own supply chain carbon emissions (Scope 3). As a leader in sustainable logistics, they sought to highlight their sustainability credentials and the GoGreen Plus service.

The campaign’s objectives were multi-fold: driving awareness and education around SAF and the GoGreen Plus service, establishing DHL as a sustainable logistics leader, and encouraging both B2B and B2C customers to choose GoGreen Plus. The goal was to show how DHL is a supportive, sustainable, and innovative partner, always striving to enhance customer offerings with credible solutions that support carbon emissions reduction.

We drew inspiration from DHL Group CEO Frank Appel’s powerful words: “There is no way around sustainable logistics in the future: we are deciding today what kind of world we and our children will live in 30 years from now. And our aspiration is to make a substantial contribution to ensure that this will be an even better world.” Guided by this vision, our campaign embraced an emotive and educational approach. The key was to stay away from fear-based messages and instead focus on hope and inspiration, rooted in factual action.

Our campaign’s creative centered around the theme of “Fuelling positive change in the logistics industry” and featured children’s drawings as a vehicle to convey the message. By doing so, DHL Express connected directly to its vision of creating a cleaner, more sustainable logistics landscape for future generations.

The campaign’s emotive designs and messaging effectively highlighted DHL’s commitment to making impactful changes today for a better world tomorrow. The suite of organic social posts (static and video) across various social media platforms, social post copy, and email header banner amplified the campaign’s reach and impact.

DHL Express empowered business decision-makers to opt for more sustainable logistics choices and enhanced the audience’s understanding of SAF. The emotive campaign also effectively conveyed DHL’s commitment to providing credible solutions to help customers reduce their carbon emissions while addressing their own clean operations.