Syracuse University propagates excellence in corporate culture with their tantalizing student work
The identity of a corporation is its biggest selling point. It’s the company’s cultural presence in society that often makes its products become a big seller. Whether it’s Coca-Cola’s ideological image as the official Christmas soft drink or Geico’s promise to save you 15% or more on car insurance, many corporations have been able to successfully make customers make their company synonymous with an idea or jingle. The students and professors of Syracuse University have taken that approach to these inspiring works.
Professor Mel White and student Alexis Watson’s FedEx Cares campaign (ABOVE) utilizes this belief by combining FedEx’s expedited shipping techniques with humanitarian aid. By “demonstrating the ways in which they partner with various organizations to provide natural disaster relief through their FedEx Cares program,” White and Watson have been able to elevate the corporate ethos beyond revenue and profit margins to a modernist selling point that not only allows people to donate to their cause, but also be more inclined to use their services. The gold-winning campaign is wonderfully executed, showcasing FedEx’s “proven track record [that] deserves to be recognized.”