Each Australian postcode represents a distinct community, with its own culture, character and quirks. But whether you’re the one of the two residents of Cooladdi (4479) or the 70,000 in Point Cook (3030), every single postcode in Australia has one thing in common – they’re all connected by Australia Post.
Droga5 ANZ and Photoplay director, Sarah Adamson, are helping Australian Post to celebrate the uniqueness of Australia’s 2,655 postcodes, with a campaign that recognises the cultural significance of postcodes and the communities they represent using the visual of four white boxes that every Australian recognises from the front of an envelope. With hundreds of individual executions, each featuring a different postcode, the campaign captures authentic moments of local life – featuring the people, places and rhythms that define communities across Australia.
The full campaign is Australian Post’s largest national brand campaign to date, highlighting the role it plays in keeping Australians connected, wherever they are. It spans every state and territory, from remote communities to densely populated urban suburbs, featuring residents and posties who know these neighbourhoods best.
The campaign was managed by Droga5 ANZ and its agency village partners, BRX, Keep Left, Thinkerbell and Wavemaker.
Hero films directed by Sarah Adamson feature a recurring postcode sculpture, symbolising Australia Post’s presence in every community.
Supporting the films are hundreds of still images captured by photographer Cory White, who travelled across Australia documenting everyday moments in local communities. These images, together with thousands of postcode-specific digital and social assets, form a campaign designed to reflect the diversity and authenticity of Australian life.
The campaign is running Australis-wide across film, out of home, digital, social and localised executions, ensuring representation of communities across Australia.
Australia Post general manager, enterprise brand and retail marketing, Aimee Dixon, stated, “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. 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.
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 Team:
Droga5 ANZ, part of Accenture Song, in conjunction with BRX, Keep Left, Thinkerbell, Wavemaker
Production: Photoplay Films + Photoplay Photography
Director & Photographer: Sarah Adamson
Executive Producers: Emma Thompson & Florence Tourbier
DoP: 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: Squeak E Clean Studios
Sound Design: Paul Le Couteur
Executive Producer: Ceri Davies
Stills Production: Hart & Co
Photographer: Cory White
Executive Producer: Monica Clapcott
Retoucher: Jacob Ring
