DHL Supply Chain

When every logistics brand is talking about scale, speed and expertise – standing out means shifting the conversation. DHL Supply Chain is already a leader in contract logistics, but keeping that edge called for a global marketing approach that moved beyond features and solutions.

We needed to demonstrate their core difference – a deep knowledge and understanding of customers’ worlds and the pressures they’re facing. It was important we positioned the brand as more than a logistics provider, but as a partner that plays a vital role in continuously making customers’ supply chains better.

To ensure this campaign resonated with logistics decision-makers across the world, we produced for DHL Supply Chain a campaign that would flex across sectors, solutions and regions – all while staying aligned at a global level.

It was clear to us that the contract logistics landscape had become a ‘sea of sameness’, with many brands making similar claims in a similar way. To show that DHL Supply Chain truly stands apart, this campaign needed an identity with as much cut-through in its visuals as in its messaging.

The creative centres on DHL Supply Chain’s deep expertise and ever-present support, with the idea coming to life through unexpected, characterful visuals and strong storytelling.

Instead of relying on generic logistics imagery, the campaign introduces the ‘Difference-Makers’ — a full cast of miniature DHL Supply Chain figures who appear throughout the customer’s world. Omnipresent yet unobtrusive, they represent the trusted experts and partners who deliver operational excellence and keep supply chains moving behind the scenes.

Each figure is meticulously crafted using AI and placed in customer environments, combining technology, imagination and visual charm to create something memorable.

Grounding the campaign in relatable supply chain truths, we created a clear, confident voice with messaging that focused on improvement. Each headline highlighted the gap between what customers have and how much better their operations could be with DHL Supply Chain by their side. And every asset landed the core brand proposition: ‘The difference is DHL.’

Across stills and animation, the Difference-Makers reveal how they make supply chains stronger, smarter and more sustainable. It’s a playful approach that cuts through the category, meets customers where they are and makes DHL Supply Chain’s difference more visible — and more human — than ever before.

Launched in October 2025, the campaign is now live across multiple regions and channels – with early results showing strong engagement and proactive uptake. Internal pull-through has been high, helping drive pride, alignment and shared understanding of the brand proposition. Localised versions are in market, with all assets being transcreated into Spanish and Portuguese for the LATAM region.