Create a series of print ads to present FEDEX's promise of taking the drama out of delivery
Make FEDEX stand out amongst it's strongest competitors by presenting a message beyond speed of delivery, which is a given in current day context.
A parcel usually contains something valuable to it's receive. In the unexpected case of a delayed delivery, there is always this moment in which our imagination starts to run wild - of where the parcel could be, of what could have happened to it.
Overactive imagination - a series of print ads revolving around the three modes of transport - air, land and sea, playing on the wildest scenarios of what could have happened to the parcels should you use FEDEX's competitors.