Understanding Australians are spending far more time at home during lockdown, Australia Post has launched ‘Dear Australia’, a campaign to bring the nation together to reflect on how we are feeling in such unparalleled times.
Created by The Monkeys, part of Accenture Interactive, ‘Dear Australia’ sees the creation of a national letterbox whereby Australians from far and wide can come together to share their experiences of this time in a letter, to be preserved for future generations.
Selected letters will be shared on the Dear Australia website (auspost.com.au/dearaustralia) allowing people to connect with stories throughout the campaign. Eligible letters will also be archived for posterity at The National Archives of Australia in Canberra.
The Monkeys Chief Executive Officer, Paul McMillan, explains: “The letters could be a message of hope, stories of community, a poem, song or an artwork by your daughter that the country needs to see.”
Australia Post Chief Marketing Officer, Amber Collins, adds: “We wanted to do something for all Australians, so that they’d have the opportunity to commemorate and reflect on their journey during an extraordinary time.”
Produced by FINCH, the campaign airs this week and will run across broadcast television, social and radio.
Client: Australia Post
Chief Marketing Officer: Amber Collins
Head of Marketing, Retail and Advertising: Corrina Brazel
Marketing Manager, Community and Consumer: Allison Leech
Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Art Director: Joe Sibley
Writer: Hugh Gurney
National Head of Production: Romanca Mundrea
Head of Content Management: Jaimee Kerr
Content Director: James Wilkinson
Content Manager: Allan Carlow
Production Company: FINCH
Director: Kyra Bartley
Executive Producer: Corey Esse
Producer: Claire Thompson
DOP: Katie Milwright
Post Production: Atticus
Music: Electric Dreams
Sound: Paul Le Couteur @ Squeak E Clean Studios