Not being able to absorb oneself in café life, shopping life, beach life or catch up with friends life has led to a new range of experiences for most Australians. These include lend a hand life, get to know your neighbours life, discover cooking life and inventing activities life (to name a few).
Australia Post has launched Dear Australia, a campaign to bring the nation together to reflect on how Australians are feeling about their new lives. The campaign, created by The Monkeys is built around a national letterbox in which Australians from far and wide can share their experiences of this time in a letter that will be preserved for future generations.
Selected letters will be shared on the Dear Australia website, 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, explained, “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, added, “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.”
The hero TVC, directed by Kyra Bartley through FINCH, is running across broadcast television, social and radio.
https://youtu.be/az6Vhu7yM9Q
If you’d like to write a letter to the rest of Australia, you can. Simply post it with a stamp to:
Dear Australia
Locked Bag
Australia 9999
https://youtu.be/mvXOHE3YWu4
Credits
Agency: The Monkeys Melbourne, 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
Client: Australia Post
Chief Marketing Officer: Amber Collins
Head of Marketing, Retail and Advertising: Corrina Brazel
Marketing Manager, Community and Consumer: Allison Leech
