Have Australians always felt good about Australia Post? Honestly, that’s unlikely. But the past is the past and Australia Post’s agency is The Monkeys. The Monkeys has set itself the task of giving our postal service the personality it needs to have to compete in a new world where its job is less about sticking mail in letterboxes and more about being the people who keep people happy with its services, only one of which is getting goods from A to the right B safely and on time.
Being the people is the focus of The Monkeys campaign. The agency has given Australia Post a heart in its campaign, Everyone Matters, that sets it apart from its competition, couriers. In its ads, Australia Post’s people know their clients and look after them.
Ant Keogh, chief creative officer of The Monkeys, noted, “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.”
The five campaign stories, directed by Derin Seale of Finch, range that from a honey producer in Tasmania exporting to Asia, a soft toy called Ooh-ooh that the mailman returns to its rightful owner and Bruce from Braidwood, who has run his local post office for more than 20 years.
“This campaign illustrates what Australia Post does for our customers every single day. We focus on how everyone matters,” stated Australia Post head of enterprise marketing, Anne Stout.
“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.”
https://youtu.be/V4MI2jtbg_s
https://youtu.be/1il3TIT-Zhk
https://youtu.be/C5cP5KToRMs
https://youtu.be/ajnJEJa5ads
https://youtu.be/_UepOiKJ2pI
Credits:
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
Production Company: Finch
Director: Derin Seale
Executive Producer: Corey Esse
Producer: Cath Anderson
DOP: Tim Tregoning
Editor: Drew Thompson @ Arc Edit
Grade: Edel Rafferty @ The Editors
Online: Nakatomi
Sound: Paul Le Couteur @ Nylon
Photography: The Kitchen
Photographer: Cory White
Producer: Chelsea Claydon
Talent Researcher: Rosey Karaula
Media Agency: Dentsu X
Client: Australia Post
General Manager, Marketing and Community: Andrea Pearman
Head of Enterprise Marketing: Anne Stout
Senior Marketing Manager Enterprise and Community: Corrina Brazel
Senior Manager Brand and Advertising: Cathie Connors
Marketing Manager Enterprise and Community: Allison Leech
