2012 Results

CAT 45 - Business to Business & Corporate Interactive (INT)


Lbi Denmark (DENMARK)

A.P Møller Maersk Shipping, "We are Maersk.com"45-00325-INT

URL: http://www.wearemaersk.com/

Agency (city): LBi Denmark

Creative Director(s): Rasmus Frandsen

Copywriter(s): Pia Leichter

Art Director(s): Toke Kristensen

Lead Creative Technologist: Dennis Green-Lieber

Creative Technologist: Mads Viktor Hartvig Hansen

Creative Technologist: Rasmus Elken

Interface Developer: Rasmus Bangsted Pedersen

Creative Developer: Klaus Mandal Hansen

Copywriter: Susanne Sayers

Key Account Manager: Mikkel Havmand

Client Partner: Lars Ørum Andersen

Short explanation

Wearemaersk.com is a digital storytelling platform that supports Maersk's corporate website and showcases the corporate movie 'We are Maersk' through an engaging, compelling and personalised digital experience. Our aim was to create universe that resonates a modern-day corporate brochure with dynamic and customised content.
The content is distributed in an interactive multi-layer via info graphics, Q&As, animations and images and is customised through IP-detection in order to increase relevance for a diverse global audience.
Applying business-to-consumer means of communication to business-to-business messaging is setting a new direction for communication in the shipping industry.


Maersk has been a world leader the in shipping for over a century. Despite its success, the brand is perceived as old-fashioned and has trouble attracting graduates and establishing itself as modern, open and innovative. Therefore Maersk is pursuing a new strategic direction that focuses on transparency and communicating to a broader audience.