The Speed of Yellow London Launch

Brief

To celebrate their first above the line campaign for 10 years, ‘The Speed of Yellow’, DHL wanted an event to not only ‘wow’ their key customers but give them an opportunity to network with their clients.

Solution

Wired wanted to push the boundaries for this key London launch starting with transforming the venue into a DHL portal. Entering the venue, guests stepped into a light box with one of the walls filled with plasma screens show casing previous DHL adverts from across the years. Turning into the main space guests were faced with several large scale projections of different cityscapes, supporting DHL as ‘International Specialists’. Collecting a drink from the trayed staff, guests worked their through the venue to discover a second space that was filled with 3m high ice sculptures of iconic global buildings that feature in the new advert. A functioning ice bar was also carved into these iconic buildings. Continuing the international theme, guests were treated to canapés and bowl food that reflected cuisines from around the globe.

Leveraging DHL’s sponsorship of Manchester United, guests had the opportunity to have their photo taken with Bryan Robson, Andy Cole and the Premier League Trophy. Names were recorded so that DHL account managers could send these onto customers post event as a means of follow-up communication. As the evening progressed, guests were entertained by a series of live acts, starting with Dionne Bromfield who ended her set with ‘Ain’t No Mountain High Enough’ that features in the new DHL advert. The Feeling took to the stage as the headline act and really engaged with the audience before Jo Whiley jumped on the decks for a DJ set getting everyone on the dance floor. Exiting the venue, the new advert was guerilla projected onto the opposite building for their lasting memory of the night.

Results

DHL were extremely happy with the styling of the event, the transformation of the venue and how DHL as a brand was represented on so many different levels.