The trick: parcels with thermoactive foil. The slogan appeared when the temperature rose: DHL is faster. Cameras recorded how couriers ran back and forth in busy shopping streets, looking for addresses that were hard to find.

The competition carried our parcel as well as our message. This message not only amused pedestrians in the street but also spread all over the world. With over 4 million views within the first days the video was among the top 10 most popular Youtube videos and become number one topic on twitter. Then blogs, the press and TV stations all over the world joined in.

In the end, with an overall production cost of only 5.350 € everyone remembered one thing: DHL IS FASTER.