Emirates SkyCargo has announced the launch of a new creative advertising campaign ahead of air cargo Europe, the world's leading trade fair for air cargo and logistics, which takes place between 9-12th May in Munich.

Showcasing how ‘The World Works Better with Emirates SkyCargo’, the creative brings to life six of its specialist air logistics product areas: pharmaceuticals, flowers, fruits, pets, horses and valuables.

In a departure from functional USP-focussed advertising messages often seen in the cargo industry, Emirates’ new campaign uses everyday scenarios to showcase the tangible impact that Emirates SkyCargo’s safe and reliable logistics expertise has on the lives of people around the world.

The 60-second advert documents moments in a person’s life, such as holding a bouquet of flowers on their wedding day, receiving life-saving healthcare, or even something as simple as buying and eating fresh produce. The voiceover explains that ‘before that moment, a chain reaction takes place, often starting on the other side of the world – people tend not to think of that reaction, or even care – welcome to the world of logistics’. It then goes on to highlight where the world would be without it.

Nabil Sultan, Chief Cargo Officer at Emirates airline said:

“Over the years, Emirates SkyCargo has established its market-leading capabilities in several key specialist air logistics areas by continually investing in technology, facilities, equipment, and people. We also work closely with our customers and partners to develop highly effective and efficient solutions. This campaign’s inspirational and aspirational approach conveys our ambitions to make the world work better through our trusted logistics expertise. We want people to realise that we’re not in the business of moving boxes but rather, we are in the business of ensuring that important things in life, whether it is a pet, a medicine, or a diamond ring, reach those who need it, when they need it.