Australia Post has unveiled a new campaign that reflects what the company stands for in the community: putting people first.
Created by The Monkeys and entitled ‘Everyone Matters’, the integrated campaign is the first from Australia Post since Christine Holgate was appointed as new CEO.
Directed by Derin Seale of Finch, ‘Everyone Matters’ features five stories of everyday Australians and the many and varied ways Australia Post is a part of their lives.
The spots range from a honey producer in Tasmania, to a sugar cane farmer in Queensland, to Bruce from Braidwood, who has run his local post office for more than 20 years.
The print component of the campaign also features portraits of everyday Aussies captured around the country by photographer Cory White.
The campaign will roll out this week across broadcast, out-of-home advertising, digital, radio and press, and will also run on Australia Post social channels.
Australia Post’s head of enterprise marketing, Anne Stout, said: “This campaign illustrates what Australia Post does for our customers every single day: we focus on how everyone matters.
“The campaign centres on what drives us to make a difference in people’s lives; whether that’s making more flexible delivery choices or helping small businesses to expand into international markets, or being such an integral part of local communities that our delivery people would recognise, recover and deliver safely home a little boys’ stranded stuffed toy.”
Ant Keogh, chief creative officer at of The Monkeys, said: “We wanted to tell stories at a human scale, showing Australia Post’s role in the lives of all Australians, day to day. The films are humble and understated, but we think that’s where their power lies.”
Client: Australia Post
General manager of marketing and community: Andrea Pearman
Head of enterprise marketing: Anne Stout
Senior marketing manager of enterprise and community: Corrina Brazel
Senior manager of brand and advertising: Cathie Connors
Marketing manager of enterprise and community: Allison Leech
Creative agency: The Monkeys
Chief creative officer: Ant Keogh
Creative director: Wayne Ching
Art director: Joe Sibley
Writer: Hugh Gurney
Head of strategy: Mike Derepas
Planning director: Gareth Evans
Business director: Kat Kelly
Group content director: Jaimee Kerr
Content director: Louise Rutherford
Head of production: Romanca Jasinski
Senior producer: Lucy Trengove
Media agency: dentsu X
Head of client solutions: Michelle O’Brien
Group client partner: Charlie Stroud
Investment manager: Angie Alexis
Production company: Finch
Director: Derin Seale
Executive producer: Corey Esse
Producer: Cath Anderson
Director of production: Tim Tregoning
Editor: Drew Thompson, Arc
Grade: Edel Rafferty, The Editors
Sound: Paul Le Couteur, Nylon
Photography: The Kitchen
Photographer: Cory White
Producer: Chelsea Claydon
Talent researcher: Rosey Karaula