Australia Post has launched a national brand campaign celebrating the role it plays in connecting communities across Australia’s 2,655 postcodes.
Developed with Droga5 ANZ, part of Accenture Song, and supported by Australia Post’s agency village, the campaign focuses on postcodes and the communities they represent, using the visual of four white boxes seen on the front of an envelope.
Each postcode represents a community with its own culture, character and quirks. Communities range from the two residents of Cooladdi (4479) to the 70,000 people in Point Cook (3030), with Australia Post connecting them.
The campaign includes hundreds of executions, each featuring a different postcode and moments of local life. The work shows people, places and routines across communities in Australia.
Hero films directed by Photoplay’s Sarah Adamson feature a recurring postcode sculpture representing Australia Post’s presence in communities.
The campaign also includes still images photographed by Cory White, who traveled across Australia documenting everyday moments in communities. These images, along with postcode-specific digital and social assets, form part of the campaign.
The campaign is rolling out nationally across film, out of home, digital, social and localized executions.
“Australia Post introduced the postcode system in 1967 as an administrative tool, but over time postcodes have taken on a cultural significance that goes far beyond four numbers in a box,” said Australia Post General Manager, Enterprise Brand and Retail Marketing, Aimee Dixon.
“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 deliver for every single one of these postcodes, connecting Australians with each other, and the world.”
Droga5 ANZ Creative Director Connor Beaver added, “When we first envisioned this campaign, we were very clear that we wanted 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.
“Sarah and Cory have done a terrific job getting under the skin of these communities, capturing real moments that we hope resonate with the people who call these postcodes home.
“Working alongside Australia Post, and our agency village partners, BRX, Keep Left, Thinkerbell and Wavemaker, we’ve built a campaign that reaches all 2655 postcodes.”
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, part of Accenture Song, in conjunction with BRX, Keep Left, Thinkerbell, 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
