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Customer Merchandising and Engagement Campaign
Everywhere In A Day – DHL Gifting Initiative

The Brief
In line with their new brand positioning as ‘International Specialists’, DHL wanted to create a multi-tiered
gifting program to heighten customer engagement and build relationships with global consumers. 

Engagement Strategy – P1 
To reflect DHL’s understanding of global markets, we created ‘everywhere in a day’, a premium
photographic book that promotes international talent and local knowledge. This would be sent as
a gift to their top 10,000 customers.

Within the book, each photograph is accompanied by a story, revealing the photographer’s insight into
their chosen subject and world location. Following the course of a single day, the book offers an intimate portrait of a day in the life of our planet. 

Engagement Strategy – P2
A bookmark inside ‘everywhere in a day’ promotes a global photography competition for the following year. Continuing the theme, entrants are required to take a photograph on a specified day and submit it within a limited time frame. A wider multimedia campaign also promotes the competition, drawing attention to the countdown aspect. Winners will collect cash prizes and see their work published in the next edition.  
Both the slipcase and the book (300mm x 350mm) are finished to a high specification. The slipcase is made of a hard frosted plastic and incorporates two bold grey lines indicating longitude and latitude, meeting at a focus point on the world map. 
The book has a matt white vinyl cover with the trjectory of the sun embossed across the spine and front/back covers. This theme continues inside. Next to each photograph, a circular graphic motif represents the sun's position, focus point and time of day the shot was taken. The cover title 'e
verywhere in a day' is debossed with a white foil inlay and the outer yellow frame is printed in DHL yellow.
Inside spreads and close-ups
The 'everywhere in a day' microsite enables competition entrants to upload their pictures and view the work of other photographers around the world. 
Call to action – A magnetic bookmark alerts readers to the photography competition. 
Online Advertising – launching the competition
The microsite counts down to the competition start date before switching to a 24 hour clock indicating the time left to shoot. 
Global photography exhibition