Strategy - Agency of the Year - Silver: Ammirati Puris Lintas: UPS

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United Parcel Service Canada

UPS is a relative newcomer to the competitive Canadian courier business. In auditing this business, we discovered that it is a low-interest category: Courier users give very little thought to their courier. In developing a new image campaign for the company, we struck on an idea that leveraged the trusted and approachable UPS drivers. The key was to find a credible way of using them in more dynamic fashion.