Emirates SkyCargo’s new campaign spotlights the people impact of its air logistics expertise and how it makes ‘The World Work Better’


Emirates SkyCargo has announced the launch of a new creative advertising campaign ahead of air cargo Europe, the world’s leading trade fair for air cargo and logistics, which takes place between 9-12th May in Munich.

Showcasing how ‘The World Works Better with Emirates SkyCargo’, the creative brings to life six of its specialist air logistics product areas: pharmaceuticals, flowers, fruits, pets, horses and valuables.

In a departure from functional USP-focussed advertising messages often seen in the cargo industry, Emirates’ new campaign uses everyday scenarios to showcase the tangible impact that Emirates SkyCargo’s safe and reliable logistics expertise has on the lives of people around the world.

The 60-second advert documents moments in a person’s life, such as holding a bouquet of flowers on their wedding day, receiving life-saving healthcare, or even something as simple as buying and eating fresh produce. The voiceover explains that ‘before that moment, a chain reaction takes place, often starting on the other side of the world – people tend not to think of that reaction, or even care – welcome to the world of logistics’. It then goes on to highlight where the world would be without it.

Nabil Sultan, Chief Cargo Officer at Emirates airline said: “Over the years, Emirates SkyCargo has established its market-leading capabilities in several key specialist air logistics areas by continually investing in technology, facilities, equipment, and people. We also work closely with our customers and partners to develop highly effective and efficient solutions. This campaign’s inspirational and aspirational approach conveys our ambitions to make the world work better through our trusted logistics expertise. We want people to realise that we’re not in the business of moving boxes but rather, we are in the business of ensuring that important things in life, whether it is a pet, a medicine, or a diamond ring, reach those who need it, when they need it.”

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Watch the full video here.

The campaign will run in a series of digital and print adverts, as well as out of home adverts hosted at Munich Airport and on billboards around the city during air cargo Europe. It will also be featured at Emirates stand B1401/502 at air cargo Europe.

Filmed in Barcelona, the campaign was scripted in-house by the Emirates Brand Team, directed by Vaughan Arnell, and produced by Jessica Stott of Hogarth London. Photography was directed by Martijn van Broekhuizen.

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Devender was born in the year when the Beatles Group was formed. He holds two master’s degrees in English Literature and Public Administration. He also has an Honors degree in English Literature and a post-graduate diploma in Corporate Communications and Public Relations. He was closely associated with the Indian State Transport Undertakings and Ministry of Transport in his role as Corporate Communications and PR specialist for over two decades handling domestic and international organizations. He ventured into business forming his own Media House, Profiles Media Network Private Limited which is now a twenty years old company. Excelling as an editor, Marketing, PR, Anchor, and Advertising specialist, he is now expertly navigating the world of social media. A widely traveled professional internationally, Devender has a deep understanding of the Air Cargo, Cargo Business, Cargo Airports, Freighters and Cargo Industry at large.