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The first Hermes campaign with the new agency line-up starts at the beginning of November: thjnk & Upljft, Hamburg.

multiple people standing in a post office

The first Hermes campaign with the new agency line-up starts at the beginning of November: thjnk & Upljft, Hamburg. The aim of the campaign is to further sharpen the brand profile of the logistics expert and to inspire even more people to send their parcels to one of the more than 16,000 Hermes ParcelShops in their neighborhood or have them delivered there.

"Instead of a labyrinth of tariffs, it's easy with Hermes: Liability and shipment tracking are always included, as well as CO2-neutral shipping through compensation with atmosfair.

The "It's included" campaign makes these advantages clear and at the same time makes Hermes come alive in the ParcelShop."

Nicola Perl, Division Manager Customer Experience & E-Commerce, Hermes Germany GmbH

The strategic orientation of the Hermes brand relies on the familiar Hermes ParcelShop as an important touchpoint and emotional cornerstone of the brand foundation. Hermes ParcelShops are a symbol of a strong, reliable network and a visible flagship for the Hanseatic League. In addition to the practical drop-off point nearby, the focus is on the inclusive services liability & shipment tracking.

“The song concept allows us maximum compression. Basically, it works like a Hermes package: always filled to the maximum in every package size and always with digital tracking.”

Constantin Sossidi, Executive Creative Director, thjnk.

For the right sound, we worked closely with the same musicians who produced with Deichkind, Jan Delay, Sido and many others: AHOImusic in Hamburg. A seasoned songwriter was also in charge of directing: Baris Aladag with DOP Carlo Jelavic and Executive Producer, Juri Wiesner, Cobblestone Berlin.

“Our track is neither cool on purpose nor perfect. It's the charmingly angular characters that all have one thing in common: none of them can even begin to rap. But everyone is relaxed in the flow. ”

Oleg Friesen, Executive Creative Director, thjnk.

Each individual asset does not just sum up the Hermes inclusive services in an entertaining way. The Digital First campaign also focuses on a strong conversion in the last funnel step. At the end of the user journey, the target group is guided directly to the online creation of the parcel label at various digital touchpoints without media breaks. Among other things, the specially developed campaign microsite ( is used for this purpose, which underlines the price-performance advantage and directs you to parcel shipping with just a few clicks. The attention-grabbing “It's included” catchy tune takes consumers straight to the Hermes ParcelShop.

“Full funnel only works together – especially in a campaign with this kind of digital orchestration. This thjnk & Upljft co-production was only possible thanks to the close cooperation with Hermes – but also with media and production.”

Toby Schroder, Executive Creative Director, Upljft.

“Our aim is to constantly develop ourselves and the Hermes brand.

With this holistic campaign, we believe we are taking the next step in evolution.

Nicola Perl, Division Manager Customer Experience & E-Commerce, Hermes Germany GmbH

The first "Is included!" Spot is about Christmas mailing.

The campaign includes a total of four TV spots and ten digital spots as well as a large number of digital formats, display ads, social media paid assets, always-on content, influencer cooperation and advertising at the POS. Masterplan Media, Hamburg, is responsible for media planning.

The smart media strategy and control offers the new creation a maximum of creative freedom, despite 100% target and target group focus. The creation can have maximum effect through individual storytelling in the target groups along the entire customer journey.

"Just the smart interlinking of classic TV spots, addressable TV spots and advertising materials through to re-addressing and activating the target groups in the digital channel - is not only efficient in achieving goals, but also a good basis for intelligently interlinked advertising messages."

Carsten Riemann-Kafsack, master plan media

About Hermes

Hermes Germany, based in Hamburg, is a leading logistics service provider in Germany and a partner to numerous online shops and multi-channel retailers at home and abroad. The focus of Hermes Germany is on national and international parcel delivery and on the processing of upstream flows of goods worldwide. Hermes Germany is part of the international Hermes Group, which belongs to the Otto Group. The range of services offered by the companies operating under the Hermes brand covers the entire retail value chain: sourcing, quality assurance, transport, fulfilment, parcel service, two-man handling and global e-commerce services. In the 2020/21 financial year, the Hermes Group transported over 1 billion parcels and had a turnover of 2.54 billion euros (currency-adjusted and before changes in the scope of consolidation). Hermes employs 18,255 people worldwide and is present in the most important European e-commerce markets. Further information:


Division Manager Customer Experience & E-Commerce: Nicola Perl

Head of Marketing: Nicole Freudenberger

Senior Brand Managerin: Julia Hilmer

Senior Graphic Designer: Johannes Stelter


Dirk Kedrowitsch

Gerrit Zinke


Jan Honsel


Constantin Sossidi

Oleg Friesen

Ludwig Blaumer


Toby Schröder

Hagen Dohr

Eva Roth


Yannick Schreiber

Sophie Kaufmann


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