Emirates SkyCargo

Company: Emirates SkyCargo
Sector: B2B / Cargo
Services: Truck Branding Campaign

The Challenge

As the head creative for Andon Creative’s largest client, Emirates SkyCargo, Paulina was tasked with conceptualising and launching their most successful campaigns. One notable challenge was the Emirates Truck Branding Campaign. Emirates SkyCargo operates 47 trucks that transfer freight between its two hubs in Dubai, DXB and DWC, traversing heavily populated and high-traffic areas. These trucks serve as moving billboards for the brand, offering free advertising opportunities. The objective was to create a campaign that would familiarise consumers, who are not direct customers of Emirates SkyCargo but are end users of its services, with the brand. The challenge was to effectively convey this message through innovative and eye-catching truck branding.

The Result

Paulina developed a campaign that visually “tore away” the sides of the trucks to reveal the behind-the-scenes aspects of Emirates SkyCargo. This concept featured a selection of products and services most recognisable to end users, creating a compelling narrative. The final visuals were achieved through a mix of 3D rendering and photography to ensure a high level of photorealism. Paulina was responsible for the ideation of all six concepts, art direction of the photoshoot and 3D scene renderings, and the composite of the final output. The result was a highly successful campaign that maximised the trucks’ potential as moving billboards, significantly increasing brand awareness among the general public.