As we close out Earth Month, FedEx launches its latest sustainability marketing effort, themed “Priority Earth,” with the support of musical legend and recognized environmentalist, Willie Nelson.
FedEx has always prioritized delivering for its customers. But there is another priority we all share: Earth. FedEx is doing its part to prioritize a more sustainable planet, with the goal to be carbon neutral by 2040—which the brand first publicized just last month.
A new spot features Willie Nelson’s iconic track, Always On My Mind, with the star himself making a cameo at the end. The film, “Delivering For Earth” depicts FedEx’s efforts for a more sustainable world by highlighting some of the tangible actions and innovations the brand has put in place to further its carbon neutrality goals.
The work, directed by Biscuit Filmworks’ Noam Murro, catches attention with its somewhat hyperbolic love story featuring real FedEx innovations as “gifts” to the planet, including the increasing use of electric vehicles, reusable envelopes, and “Roxo”—the FedEx SameDay Delivery Bot, now in development. Watch below:
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Created with its longtime creative agency BBDO New York, the team seized the opportunity to harness Willie Nelson’s star power to support the brand’s mission. Nelson is well-known for his environmentalism, often hosting events to raise awareness about the importance of sustainability and having received awards for championing environmental causes.
The work is part of the new FedEx overarching brand positioning, “Where Now Meets Next,” which debuted earlier this year.
The new campaign launched on what happens to be Willie Nelson’s birthday— a gift from him and FedEx.
CREDITS:
CLIENT: FedEx
CREATIVE AGENCY: BBDO New York
- Chief Creative Officer, Worldwide: David Lubars
- EVP, Executive Creative Director: Greg Ketchum
- EVP, Executive Creative Director: Tom Godici
- SVP, Senior Creative Director: Greg Gerstner
- VP, Creative Director: Banks Noel
- SVP, Group Executive Producer: Alex Gianni
- Executive Producer: Hyatt Choate
- Art Producer: Jasmine Batista
- Senior Music Producer: Julia Millison
- VP, Business Affairs: Kathleen Bannon
- Associate Art Producer: Lizzy Lehn
- EVP, Senior Account Director: Josh Steinman
- VP, Account Director: Miranda Hardy
- Account Manager: Christian Martinez
- Account Executive: Caroline Schwartz
- VP, Group Planning Director: Zach Kula
- Senior Planner: Alexandra Britt
PRODUCTION COMPANY: Biscuit FilmWorks
- Director: Noam Murro
- Partner/Managing Director: Shawn Lacy
- Executive Producer: Andrew Travelstead
- UPM/Producer: Brady Vant Hull
- Head of Production: Sean Moody
- Director of Photography: Eric Schmidt
- Production Designer: Brock Houghton
EDITORIAL COMPANY: Rock Paper Scissors
- Executive Producer: Eve Kor
- Producer: Jenny Greenfield
- Editor: Damion Clayton
- Assistant Editor: Tom Mika
TELECINE/COLOR COMPANY: Color Collective
- Telecine Artist: Alex Bickel
- Producer: Claudia Guevara
CONFORM / FINISH COMPANY: Method Studios
- Conform Artist: Douglas Luka
- Producer: Bennet Lieber
MIX & RECORD COMPANY: Sound Lounge
- Engineer: Tom Jucarone
- Producer: Lauren Mullen
