Client: FedEx




Advertising Agency: FP7 DOHA

Country: QATAR

Creative Director: Fadi Yaish
Copywriter: Mohamed Diaa
Art Director: Maged Nassar
Photographer: Allen Dang – Wizard Photography
Illustrator: Karen
Account Supervisor: Charbel Mizher


Special thanks to sender.

This copy-cat was awarded both the Gold print campaign and Gold outdoor campaign at the 2009 Dubai Lynx! and the copy-cat agency is 2009 “Agency of the year” what a shame.



Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

The following is a good example of communicating the same idea (very fast delivery) but with a new execution. 


A piece of transparent PVC paper will be placed into a magazine and will be printed a DHL worker on both side. Therefore, when you turn the paper the worker can deliver the express mail to no matter Chinese or Japanese customers. By doing this, the fast and reliable international express mail service can be embodied.

AgencyShanghai J&J Advertising, China
Creative Director: Aaron Cheng
Copywriter: Chen Rui

Source: DHL : Turning Page


10 Responses to “WTF FP7”

  1. 1 Adam
    March 21, 2009 at 4:29 am

    all these people where involved for a Mimicked Idea!

  2. March 21, 2009 at 4:50 am

    Makes you wonder just how many “brown envelopes” were passed, hugh? Even to me, someone who knows nothing about your bizz, I can clearly see the “copy-cat” issue here. Where and when did good-ole fashoned hard work and creative elements stand for nothing – who and what took it hostage! And how do we get it back!?

    I see the same kind of crap in my line of work; lazy, selfish bosses of security companies cutting corners left and right just to save a buck – and that is after the millions upon millions of profits already! Like you said, what a shame! 😦

    Thanks for fighting the good fight!


  3. March 22, 2009 at 5:50 pm

    NOOOOOOOOooooooooooooooooooooo!!!!!!!!!! Because Aramex wasn’t enough, lets sign with UPS and put a copy that says something like “UPS I did it again”.

  4. 4 Denis Eugene Arackal
    April 16, 2009 at 7:58 am

    I feel sick about all these. This region already has a bad name in producing below the average creatives, now we have to swallow this shame too…

  5. April 16, 2009 at 10:21 am

    The only ones who should feel shame are the ones involved in the shameful practices of copycat, spoof, ghost ads.

  6. August 13, 2009 at 6:32 pm

    i happy to say that justice have been served as the real creators of this concept went on to win a Cannes Lion for their wonderful work for FedEx, Well done DDB Sao Paulo.

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