Agency's Ice-Cold Prank Turns DHL's Rivals Into DHL Advertisers

Delivery service denies involvement

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Some evil genius of an agency is getting global buzz for delivery service DHL with a endearingly cold prank on the brand's rivals. There's just one problem: DHL didn't have anything to do with it.

In a video that's exploded across the Web over the last two days, we see how delivery services like UPS were tricked into toting around large packages that were essentially mobile billboards saying, "DHL is faster." The stunt was supposedly accomplished by wrapping the boxes in thermo-active foil that, when cooled, hid the message until well after the packages had been picked up by the competition.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in