The Department

For several years, &Co. has worked to shift the perception of Maersk from a traditional shipping company to a global logistics partner through the “All the Way” platform. The effort has paid off: Maersk is now widely regarded as one of the world’s leading logistics integrators.

A new challenge has emerged: to strengthen awareness of Maersk’s individual offerings such as air freight, trucking, customs services, and warehousing by building a strong presence within specific business verticals and communicating each product as a solution to customers’ needs.

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

A new concept line - “Be ready for anything to go all the way” – emphasized that effort. Prefixing the Maersk platform “All the way”, this empowering statement focused less on Maersk itself and more on the customers’ situation. It also created space to highlight Maersk’s individual products.

To increase identification and relevance among the target audience, the creative universe shifted from a colorful fantasy-style setting into a cubicled logistics department – informally known within the industry as “the department of bad news and unforeseen problems.”

The story unfolded in a sitcom format and was scaled into a global campaign universe with recurring characters, theme music, and activations across the entire marketing funnel, ensuring consistency and create a compounding effect.

The campaign has already delivered exceptional results, with figures continuing to climb:

• The key organic post surpassed expectations with 117.000 impressions (550% above benchmark) 74.000 views (637% above benchmark)
• The campaign has generated 29.8 million video views, with performance far surpassing industry standards. Viewing rates exceeded benchmarks by over 40%, while engagement was up more than 60%. Beyond the numbers, the campaign resonated strongly with audiences, receiving 95% positive sentiment on social media.
• These early results set a new high watermark for Maersk’s paid media and confirm that the campaign is not only capturing attention but also driving meaningful engagement well beyond expectations.