Sea-Land Shipping

SeaLand, a division of the Maersk Group, is an intra-regional container shipping company headquartered in Miramar, Florida with representation in 29 countries across the Americas. The company offers ocean and intermodal services using container ships, trucks, and rail serving customers between North and South America, Central America and the Caribbean.

The original SeaLand was founded by the late Malcolm McLean, an American trucking entrepreneur, who revolutionized the shipping industry by packing goods in uniform containers (containerization) that could be transported quickly and seamlessly between different modes of transportation. This process offered companies significant time and cost savings which facilitated distribution and expanded international trade.

Introducing the campaign to promote SeaLand’s refrigerated container fleet, it was important to make a strong statement. Using dramatically powerful visual images of various modes of transportation, we drove home the benefit of using an established refrigerated container fleet when shipping perishable goods.

As one of the campaign ads offered: “The difference between produce and refuse is a matter of degree.”

Produced while at Ogilvy & Mather.