In the build up to London 2015, Official Logistics Sponsor DHL Express will be setting out on a grand and ambitious journey to pass a single rugby ball from hand to hand through 45 countries, over 45 weeks, starting in Cape Town and ending in London.DHL Express… Delivering Africa As One!
The series follows the journey of a rugby ball as it makes its way through 45 African countries on its way to London 2015. This epic journey begins at the tip of the African continent in one of the most beautiful cities in the world, Cape Town, South Africa.
The brief was to effectively leverage DHL’s Tier 1 sponsorship of the 2015 Rugby World Cup. The core challenge being to find a way to make this sponsorship relevant to DHL’s African offices and vast client base – with consideration for the fact that rugby has a very small footprint on the continent. DHL had a proposal to do a series of coaching clinics across Africa in conjunction with Legends, but on it’s own (while great for developing the sport) this wouldn’t do much for the brand. We needed a solution that could create noise around the brand’s involvement with the sport; something to give context and meaning to the sponsorship that would be robust enough and newsworthy enough to create talk around the brand for as long as possible.
The name ‘DHL Africa as One’ was an idea of 7DKS. The campaign was originally going to be a rugby road trip – 7DKS came up with the idea for the Youtube content and the music track. So client had an activation idea and they needed an agency to make it more creative and engaging….
Each week, Seven Different Kinds of Smoke ( 7DKS) receives content that is shot by a traveling production team, 7DKS finishes off the edit and then uploads it to Youtube.
The campaign has achieved over 28, 300 000 views since September 2014 – DHL Africa as One is the most viewed channel in the world for the mail and shipping brand category and also the most viewed brand channel in South Africa.
Watch more episodes of the journey here Follow the journey on the blog here
Editing - Episodes 1-10
Grading - Eps 1-10
Title straps & sky replacements for all episodes
Provided creative direction on another 8 episodes.
Promo Event AVs
- particle simulation
Promo Event Launch Video
- art direction
- motion tracking