Embark on a transformative journey from the rugged outback to thriving cities, as we uncover untold stories and the ever-evolving role of Australia Post through the people that power it.
Shifting paradignms
with the power of
narrative
BRAND CONTEXT:
Australia Post has been known as a utilitarian brand that only enters the lives of consumers when an issue arises. This perception is far from building brand advocacy. We saw an opportunity to change this limited perception, by imbuing the brand with empathy and weaving a compelling narrative that would humanize it in the eyes of consumers. A story that transforms Australia Post from a mere problem solver to a trusted part of Australian identity.
CHALLENGE:
The objective was to highlight the comprehensive reach of Australia Post's network across the nation and position it as a unifying force for Australian communities.
The original brief was execution-led, creating 13 immersive slow-tv stories of truck routes across the network. We strategically interrogated the brief with the client to uncover that trucks and parcels are vessels for stories about community and connection, but ultimately to build pride back into the postal service, it needed to be focused on the people behind the parcels.
A BRANDED DOCUMENTARY APPROACH:
We delved into a comprehensive discovery phase, gaining a deeper understanding of audience perceptions of the brand and developed a strategic framework to guide the creative process. From end-to-end production, the music and visuals to the pacing and dialogue, every moment and beat was carefully crafted to evoke a sense of connection, understanding and belonging - with the brand serving as the anchor for the stories we wanted to tell.
ROLE:
Creative Lead ◦ Director ◦ Art Direction ◦ Research ◦ Production
5 Characters
11 Months
17 Locations
19,347Km Travelled
RESULTS:
We crafted five diverse character-led short-form documentaries. Each episode was connected to important content streams within the business; Diversity and Disability, Female Empowerment, and supporting rural and First Nation communities. The campaign was supported by high-impact social, digital and TV broadcast cutdowns.
Our approach was a success, leading the client to re-evaluate their approach to showcasing their people. This work serves as a benchmark for future content and has transformed the way Australia Post connects with audiences through true, values-driven stories in a branded-documentary format, showcasing their greater purpose of serving the community.
1.6M
YOUTUBE VIEWS
887K
TV IMPRESSIONS
97%
COMPLETION RATE
956K
AUDIENCE SBS PARTNERSHIP
GARY WILLIAMS: THE QUITE HERO
Gary Williams, the man who has been the unwavering postman for 3600 homes along the same route for an astounding 41 years. Amidst the rain, heat, and snow, Gary has remained steadfast, delivering mail for his community. With a commitment as strong as steel, he's taken just one sick day. But there's more - he's also an Australian boxing champion, exchanging punches and weaving through life's challenges with the same unrelenting spirit that drives him to deliver every letter and parcel with care.
KYLIE SMITH: A RELIABLE LIFELINE FOR ISOLATED COMMUNITIES
Kylie Smith is the embodiment of dedication, compassion, and inclusivity, serving as an inspiration to her community. Kylie's impact extends far beyond the borders of her community, as she helps to maintain the vital infrastructure that enables enable Australia Post to reach every Australian, no matter how far-flung their location.
JOINING FORCES: A FATHER AND SONS FIGHT FOR DISABILITY ADVOCACY
In Perth, a father and son duo is redefining what it means to work together. Michael, who lives with hearing loss and disability, was given a chance to shine when his father Greg invited him to join the team at Australia Post. And shine he did, bringing his unique perspective and unwavering work ethic to every task. Michael and Gregs story is about much more than one person's success. Together, Michael and Greg have broken down barriers and paved the way for greater inclusivity in the workplace.
KYLIE DOYLE: CHAMPIONING INCLUSION IN MALE-DOMINATED FIELDS.
Kylie has emerged as a true harbinger of change and empowerment for the next generation of women truck drivers who rightfully deserve a place behind the wheel. In her role at Australia Post, she has taken it upon herself to ensure that the system is not just connected, but also comfortable, safe, and equal for all.