This billboard is literally what the phrase thinking outside the box means, mostly because it literally features a billboard coming out of a huge box. What DHL knows best is boxes, and so it’s only natural that they include a box in their marketing strategy. However, instead of putting a picture of boxes or a friendly delivery guy holding the boxes and smiling, they did this.
This an eye-catching billboard, because how often do you see a sign coming out of a box on the roadside? Thinking outside the box was always a key factor in advertising (that’s something we’ve learned from Mad Men), and the beauty of marketing is that there’s more than one right way to do things.