DFDS – a ferry travel company has introduced their new ship – the biggest in its category. Our task was to invite people to travel with this new ship and experience all the benefits that the biggest ferry can give. The idea was to dramatize the size of the ship, so we created the XXXXXXXL concept.

The message says that XXXXXXXL size benefits are sailing up. All the assets of the campaign were oversized or, as we say, had XXXXXXL size. We created XXXXXXXL size tickets for XXXXXXXL size ferry and hanged as the OOHs in different Lithuanian cities. The ticket invited people to tear it off and use it for their XXXXXXXL size journey. The funny part: people had to show their XXXXXXXL size tickets at the ferry during their journey. 

DFDS, 2022