The Drum Awards for Marketing - Entry Deadline

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Client: DHL
Date: Jun 2019
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To celebrate 50 years of trade, DHL is giving viewers a 'Tour Before The Tour' that follows Bryan Adams guitar from the Gibson's iconic factory in Nashville all the way to the stage of Wembley Arena in London.

Renowned for his top hit 'Summer of 69' - the year DHL was established - Adams was an obvious choice to celebrate the logistics companies heritage.

As the Official Logistics Partner of Adam's 'Shine a Light' tour, DHL has pledged to plant a tree for every concert ticket sold across the world - in tune with both parties commitment to sustainability and environmental protection.

As part of its birthday celebrations, 180 Kingsman has created a TV spot that follows the seamless delivery of a Gibson guitar from its Nashville factory, all the way across the Atlantic to London, to accompany Adams on stage as he embarks on his tour.

Artistically shot, in the factory, the camera flies through various stages of the guitar's creation, until it is placed with a DHL branded guitar case and picked up by one of its couriers.

With snippets of the famous song heightening the film in the background, the guitar gets transported to the airport where it is belted upon a DHL plane. Once picked up across the pond, the guitar makes its way to Wembley, where Adams pulls it out the case and starts singing 'Summer of '69' on stage.

The spot concludes with the onscreen text - 'DHL. Excellence. Simply delivered wince the summer of '69.'



180 Kingsday