DHL needed to think up a new, clever way to advertise their value proposition, and there’s always more chance things will be noticed if there’s an element of guerrilla marketing. So why not get your competitors to advertise for you?

They sneakily managed to get some of their main competitors to deliver giant packages bearing DHL’s trademark colours, emblazoned with the slogan “DHL is faster”. How did they do it? Well, it’s simple genius: thermal activated ink.

The devious minds at DHL taped up their oversized packages with thermal activated foil and cooled them down to sub-zero temperatures, resulting in an unsuspecting big black box ready for pick up.

Then, all they had to do was get companies like UPS and TNT to pick up their packages, put them in the back of their warm delivery truck. Then, camera in hand, wait for them to deliver the trojan packages to some addresses in the city that were, well, not that easy to find.

(For those of you who might call shenanigans – and yes, the packages are conspicuously right-side-up – we reckon it’s still a pretty clever execution.)