Smiles got there :-)

A very nice students work done in Brazil. The concept is for Fedex, a very well known courier company. The idea here is pretty simple and maybe not too easy to get but sure is great! The three ads plainly use typography to give the message... From "Here" becomes "There" when the package arrives, hiding inside the letter "T". In the same way "Go" becames "Got" and "Miles" become "Smiles" after the delivery. That one is more hard to understand but works also, since a nice package you might be waiting for, can ofcourse make you happy. :-) I also like the distinctive use of the logo on the box. Shown exactly as much as it should be, for a well known company like Fedex. Well done Luciana and Leo, I'm sure we'll see soon more great job from you two!

Client: Fedex Corporation
Agency: Universidade Anhembi Morumbi Ad School, Sao Paulo
Copywriter: Luciana Elaiuy
Art Director: Leo Valadao

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