Australia Post celebrates the cultural cache of postcodes in new nationwide campaign
Aus Post's new campaign explores the "cultural significance that goes far beyond four numbers in a box."
Australia Post is celebrating the cultural significance of postcodes in what it is calling its “largest national brand campaign to date”.
The work, from Droga5 ANZ, highlights how the humble four-digit postcode can elicit feelings of pride, competitiveness, or simply act as shorthand for a community and its unique attributes.
Australia Post is, of course, the binding agent that connects all 2,655 Australian postcodes.
The campaign has hundreds of iterations, each featuring a different postcode, with photographer Cory White travelling around the country to capture images in hundreds of different communities. It will roll out nationally across film and out-of-home.
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Australia Post said in a media release that there will also be thousands of postcode-specific digital and social assets that “span every state and territory, from remote communities to densely populated urban suburbs”. The breadth of the campaign aims to “reflect the diversity and authenticity of Australian life.”
There are three TVCs, directed by Photoplay’s Sarah Adamson, each featuring the iconic four boxes seen on the front of every envelope.
Aimee Dixon, Australia Post’s general manager of enterprise brand and retail marketing, said that the postcode system was introduced in 1967 as an administrative tool, but has since “taken on a cultural significance that goes far beyond four numbers in a box”.
“Each postcode is an encapsulation of so many different elements of a community – the businesses, the food, the sporting clubs and of course, the people, that make that neighbourhood unique. This campaign is designed to remind the nation that our team delivers for every single one of these postcodes, connecting Australians with each other, and the world.”
Australia Post celebrates the power of the postcode in its new campaign
Droga5 ANZ’s creative director Connor Beaver said the campaign aimed to “represent all of Australia, not the version you might see in a tourist brochure, but the real places and spaces that locals interact with on a daily basis.”
He credits Adamson and White for “getting under the skin of these communities, capturing real moments that we hope resonate with the people who call these postcodes home.”
Credits:
Client: Australia Post
General Manager of Enterprise, Brand and Retail Marketing: Aimee Dixon
Head of Brand and Community: Dave Parr
Senior Brand Manager: Emily Howat
Marketing Manager: Kim Nash
Marketing Manager: Bethany Metselaar
Agency:
Droga5 ANZ,
Agency village partners: BRX, Keep Left, Thinkerbell and Wavemaker
Film:
Director & Photographer: Sarah Adamson
Executive Producers: Emma Thompson & Florence Tourbier
Production Company: Photoplay Films + Photoplay Photography
DP: Max Walter
Production Designer: Imogen Walsh
Casting: Byrne Creative
Casting Directors: Felicity Byrne & Sarah McGrath
Mural Artist: Tommy Day III
Post Production: The Editors
Editor: Leila Gabby
Colourist: Alina Birmingham
Post Producer: Isabella Key
Sound:
Production Company: Squeak E Clean Studios
Sound Design: Paul Le Couteur
Executive Producer: Ceri Davies
Photography:
Production Company: Hart & Co
Photographer: Cory White
Executive Producer: Monica Clapcott
Retoucher: Jacob Ring
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