J&T Express joined forces with DDB Group Singapore to launch with a youthful, energetic brand for a millennial generation.

Determined to achieve top-of-mind brand recall, the agency turned to the brand name for answers. The ampersand inspired an idea with incredible legs – the connections between sender and recipient, everywhere in the world. And the first ad wrote itself – J&T & London & Paris & Tokyo & Shangai & just about everywhere on planet earth.

Baring striking illustrations created by Sharon Goh, DDB rolled out the campaign across billboards, bus stops at big screens at malls across Singapore. Every headline ended with a call to action to scan a QR code.

The campaign achieved overnight what DHL and FedEx took years to achieve in iconic brand recognition.