All the way

Maersk is one of the world’s largest logistics companies, operating in more than 130 countries with over 100,000 employees. For more than a century, it had been synonymous with ocean shipping.

In 2016, Maersk embarked on a fundamental transformation: shifting from a world-leading ocean carrier to a fully integrated, end-to-end logistics partner. The ambition was to replace fragmented, single-mode offerings with a unified ecosystem capable of moving customers’ cargo across every mode and touchpoint.

But transforming a company of this scale required more than strategy. It required a fundamental mindset shift internally, and externally Maersk had to win over a new set of decision-makers. In 2018, Maersk partnered with NoA | &Co. to help turn strategic ambition into action. The result was ALL THE WAY – a long-term brand and communications platform designed to align internal culture and external positioning under one narrative.

The first campaign, The Brain (2019), addressed the hardest challenge head-on: how difficult it is for both organizations and people to change how they think. Using the human brain as a metaphor, the film dramatized resistance to change while signaling the mindset required to move from shipping to integrated logistics. This was followed by Disconnected (2020) and The Upside (2021), which shifted the story from risk to opportunity, using emotional storytelling to make the value of integration tangible. Together, the campaigns increased belief in Maersk’s end-to-end capabilities and supported growth in Logistics & Services revenue. The work was recognized with a B2B Grand Prix for Effectiveness at WARC in both 2021 and 2022.

In 2021, Maersk updated its strategy, acknowledging operational gaps and investing in new capabilities. In collaboration with NoA | &Co., the ALL THE WAY narrative evolved accordingly, helping align 100,000 employees around a renewed purpose through clear internal leadership communication.

In 2023, the campaign Discover New Paths further cemented Maersk’s transformation, demonstrating how integrated logistics enables customers to move beyond traditional shipping and unlock new business opportunities across the full value chain. All set in an Indiana Jones-inspired setting

Maersk needed to show how their customers can navigate an increasingly unpredictable world by using its products and expert advisory services.

By 2025, the perception shift was firmly established. Globally, 83% of customers now consider Maersk to be more than a shipping company (Maersk Brand Research, H1 2025). That success created a new task. ALL THE WAY needed to evolve from being a Maersk capability into a customer-facing commitment centered on helping customers succeed. It defines how Maersk supports its customers, so they can go all the way - by building resilience, reducing friction in logistics, and ensuring businesses are prepared for whatever comes next.

To deliver on that promise, a distinct creative universe, The Department (2025), was created. By portraying customer needs through familiar workplace situations, the platform made Maersk’s products and services as well as customers both tangible and relatable. Using industry specific humor to humanize the complexity of logistics, The Department enables Maersk to talk about its offers across markets and touchpoints – designed for long-term use and scale.

Maersk’s transformation demonstrates that strategy only becomes real when people believe in it. Over nearly a decade, ALL THE WAY has turned ambition into mindset change, mindset into trust – and trust into action.