VCCP exploits brand lettering in its debut campaign for FedEx

FedEx, the express courier company, is attempting to rise above threats to its business posed by rivals and a weakened global economy with new advertising that plays on its familiar logo.

The work is the first to be produced by Vallance Carruthers Coleman Priest since the agency was awarded the £10 million account for Europe, the Middle East and Africa in June.

The ads play on FedEx's "F" and "E" initials and its purple and orange colours to promote what the company claims is its ease of use, speed, global reach and reliability.

The message is being carried in a poster campaign, which uses lines such as FastETAmerica, FrighteninglyEasy and FlakEvaded.

All are meant to illustrate ways in which the company, which delivers more than 3.1 million packages a day to 214 countries, solves problems for businesses of all sizes and creates peace of mind for its customers.

The ads were written by Paul Kemp and art directed by Mike Heath with typography by Anthony Giddings. Supported by a radio campaign, they will promote FedEx's core services on key routes to Asia, the US and throughout Europe.

The advertising, with media planning and buying through PHD, breaks in the UK on Monday. It is also being adapted for France and Italy. A TV campaign will begin in Germany later this year.

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