Fedex has definately been targeted towards a younger audience with this new look to their advertising. I believe that this work is great, very simple and straight to the point, while also using a major component, the boxes. This is just one of many award winning pieces that BBDO Toronto has put out this year. The entire campaign for Fedex international shipping is very smart. BBDO has definately changed the way Fedex looks as a brand character and has made them more appealing to wider audiences. I just ordered something and it arrived in Fedex, it was great.