After years of humorous campaigns, FedEx decided 
it was time for a new voice. They wanted a way to show 
how they deliver more than just packages to millions 
of people every day. With a new, more emotional and more 
human voice a new integrated global campaign was launched.

It wasn’t important to show what was inside the package 
but instead to show how it made the recipient feel. 
This was distilled even further by only showing people’s 
reactions while opening their packages.

In support of the video campaign, a new photography library was 
captured for use across the brand.