FedEx's swimmer heads out to Orchard

Singapore - FedEx has launched an OOH campaign extending its ‘Team FedEx' print campaign that features national swimmer Tao Li.

"‘FedEx as well as Tao Li and the other elite athletes who make up Team FedEx share the same values such as speed and the pursuit of excellence. This new outdoor execution communicates, in a direct and dramatic fashion, those shared qualities and our common aim of winning in China," FedEx's VP for marketing, APAC, Malcolm Sullivan, said.

The BBDO-created 3-D creative sees Tao surging forward out of a FedEx box, recreated in a massive scale which is mounted on top of the bus stop in Orchard Road which it hopes will highlight its brand values as well as showcase its network capabilities and expertise in China.

OMD worked on the media strategy while PR was handled by Batey PR. The OOH campaign was launched late February and will end 25 March.

Team FedEx is the company's APAC sports sponsorship program.