BriefFor years, FedEx has focused on telling people about their urgent, overseas shipping services.However, that means shippers were forgetting about all of FedEx’s other shipping options – namely, their less-urgent options.Solution:We showed shippers that FedEx is amazing at more than just one thing.

We did so by introducing a character who was amazing at more than one thing too.The character appeared in all our pieces of communication: Television, online advertising, our website as well as an online promotion.