Amsterdam-based international agency Etcetera/DDB has a new integrated campaign for TNT, introducing the new tagline, “The People Network.”
For a 50-second broadcast spot, Etcetera/DDB created a delivery truck made out of people. As traffic builds up heading into a tunnel, the people break away and run with packages through the tunnel, reassembling once the traffic dies down, as a boy looks on amazed. The campaign took 100 days for Etcetera/DDB to create, from ideation to execution, working closely with TNT. It rolls out in eight key markets this week, with the broadcast effort supported by digital, OOH, direct, promotion, print and radio components, eventually rolling out in 30 different European countries.
Dick van der Lecq, MD of Etcetera said, “Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight.”
Stick around after a jump for a look at the making of the human truck in the spot.
Credits:
Client: TNT
Campaign: The People Network
Client contact: Tex Gunning, Maria Grodecki
Agency: Etcetera/DDB
Creative Directors: Peter van Leeuwen, Markus Ravenhorst
Copywriter: Markus Ravenhorst
Art Director: Peter van Leeuwen, Robin Pas, Fabian Schulting
Account team: Dick van der Lecq (MD), Pim Beekman
Producer: Robert Roosenstein
Project Manager: Maaike Langereis
Strategy team: Tex Gunning (TNT), Dick van der Lecq, Frank Huiberts
Designer: Tatiana Consoli
Interactive Designer: Alex Constantinou
Developers: Kees van Dorp, Jeffrey Sol
Production Company: PostPanic
Director: Mischa Rozema
Executive Producer: Jules Tervoort
Producer: Annejes van Liempt
Editor: Benjamin
Post-Production company: PostPanic
Director of Photography: Jon Gaute Espevold
Executive Producer: Pivot Audio / Guy Amital
Music: Soundadventure
Sound Designer: Lawrence Horne