Last night in London AP Moller Maersk unveiled their latest project, and it had nothing yet everything to do with shipping. Owners of the world's largest container freight carrier, Maersk Line, has taken time and resources to define itself on film and, as opposed to just the usual self congratulatory sales promotion, intends to use the two hundred hours of footage retained from the project to demonstrate to customers and staff, both current and future, exactly what the Danish giant stands for in terms of new energy discovery and retrieval techniques as well as its traditional fields of bulk and container shipping, freight forwarding and logistics.
Maersk is a suitably complex group with four main divisions and numerous specialist subsidiaries but one can glean, even from the brief twelve minute version of the film shown last night, that this is a company with salt water running through its veins. The bulk of Maersk activities take place offshore and the company doesn't generally do 'small'. Maersk took no chances in preparing its epic with three separate film crews consisting of twenty one specialists touring around forty cities for thousands of hours and headed by internationally respected film director Christoffer Boe and cinematographer Manuel Claro, both winners at Cannes. |
