The unusual appearance of the ad is based on a misleading effect. At the first glance the viewer thinks he`s holding an empty yellow page. Only at the second glance one realizes that the huge yellow rectangles represend an extra large shipment ("hands“) or an enourmous truck ("truck“).

After seven months of being on air the DHL campaign was moving the world in the right direction. In 62 countries the two ads "hands" and "truck" were part of this campaign. And we achieved a lot: after four months unaided brand awareness raised from 38% to 59%. Unaided advertising awareness from 17% to 41%.