The challenge
Sky's client DHL wanted to showcase its partnership with ASOS, highlighting the value of the relationship and demonstrating the positive impact DHL's services have had on the business.
Our approach
Rather than putting DHL at the centre of the story, we chose to shine the spotlight on its partner, ASOS. This allowed us to demonstrate the value of a DHL partnership beyond logistics — showing potential partners the opportunities around profile, collaboration and brand awareness, while also connecting DHL with ASOS and its younger audience.
Our research showed that behind-the-scenes content consistently resonated with ASOS audiences, while naturally aligning with DHL's role in making things happen behind the scenes. That insight became the foundation of our creative approach.
The results
Strong communication and coordination between Sky, DHL and ASOS ensured a smooth sign-off process from development through to delivery, allowing the creative to retain its original intent across all three brands.
The finished spot launched across Sky channels and DHL's social platforms, bringing the DHL and ASOS partnership to life through an authentic, behind-the-scenes perspective.
By putting ASOS at the heart of the story, the campaign demonstrated the value DHL can bring to its partners beyond logistics — positioning the business as collaborative, forward-thinking and invested in the success of the brands it works with. It also gave DHL a natural way to connect with a younger, fashion-focused audience through the profile and cultural relevance of the ASOS brand.
