Maersk is globally recognised for its shipping heritage, but when the company’s strategic expansion into integrated logistics services started to gain momentum, it needed to attract talent in areas beyond shipping – especially in warehousing and distribution. To do this, it wanted to create a striking campaign with an inspiring Talent Value Proposition, and ‘Go Big, Join Maersk’ was born.

Working with TMPW, Maersk moved away from traditional employee-focused imagery, instead magnifying the products within the warehouse to a surreal scale. This emphasised the diversity of goods the company handles daily and its impact on the global economy, as well as creating a powerful visual metaphor for Maersk’s role in the logistics sector. Each oversized product, from a guitar to a shoe, was accompanied by playful copy, tying the product to Maersk’s mission.

The versatility of the campaign meant it was scalable across different markets, by swapping the oversized products for items that resonated more locally (such as an oversized games console in Asia Pacific). The concept has become a platform for many more executions to come, as the Maersk logistics proposition expands across the globe.