Title | UPSIDE |
Brand | MAERSK |
Product/Service | LOGISTICS |
Category |
A05. Consumer Services / Business to Business |
Entrant
|
&CO Copenhagen, DENMARK
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
Production
|
SOMESUCH London, UNITED KINGDOM
|
Production 2
|
RADIOAKTIV FILM Kiev, UKRAINE
|
Post Production
|
MATHEMATIC Paris, FRANCE
|
Credits
Claus Collstrup |
& Co. / NoA |
Creative |
Peter Dinesen |
& Co. / NoA |
Creative |
Thomas Hoffmann |
& Co. / NoA |
Creative |
CC Wade |
Somesuch |
Directors |
Scott O'Donnell |
Somesuch |
Executive Producer |
Tom Gardner |
Somesuch |
Producer |
Pernille Ryder |
&Co. |
Account |
Eva Rabenhøj |
&Co. / NoA |
Account |
Mathias Birkvad |
&Co. / NoA |
Strategy |
Laurent Larapidie |
Mathematic |
VFX |
Jonathan Slyngborg Fjord |
&Co. |
Robot design |
Lene Meyer |
&Co. Productions / NoA |
Agency Producer |
Rasmus Philip |
&Co. |
Media Strategist |
Kenneth Andersen |
&Co. |
Graphic Designer |
Ørnulf Johansen |
&Co. / NoA |
Strategic Director |
Stephane Fontaine |
Somesuch |
Director Of Photography |
Denis Sonin |
Somesuch |
1st AC |
Vova Radlinsky |
Somesuch |
Production Designer |
Dasha Filshina |
Somesuch |
Costume |
Sabina Gahramanova |
Somesuch |
Hair & Make-up |
Write a short summary of what happens in the film
The film reflects the daily battle companies face when trying to deliver their goods around the world, a chaos that Maersk promises to smooth over with the technology and services they offer. We follow a heroine's emotional transformation when she enters a dystopian logistical nightmare only to discover a new land of opportunities – The Upside.
Cultural / Context information for the jury
For more than a 100 years, Maersk has been sailing goods around the world. Today they are the largest container shipping company in the world, shipping 20% of the global trade. A couple of years ago Maersk made the strategic decision of expanding their business to not only move goods across the sea, but to fully integrate logistics by connecting ships, trucks, planes, ports, warehouses and new digital platforms within one brand. Unlike their competitors who are specialists in e.g. domestic logistics or freight trains, Maersk has eliminated all transitions that businesses normally have to deal with. Until now, companies have considered logistics as the department of bad news and unforeseen problems. With integrated logistics, Maersk wants to change this perception and make logistics the department of opportunities. The purpose of this campaign is helping this process. To make people Discover the Upside of integrated logistics.