Australia Post has launched its largest national brand campaign to date, using Australia’s 2,655 postcodes as the centrepiece of a new creative platform developed with Droga5 ANZ, part of Accenture Song.
The campaign spans film, out-of-home, digital, social and localised executions, with hundreds of individual creative variations built around postcode identity and the communities each one represents.
At the centre of the campaign is a simple visual device familiar to Australians: the four white boxes used on envelopes for postcode entry, repositioned as a creative symbol of local identity.
A campaign built around local identity
The work captures everyday scenes from communities across every state and territory, ranging from remote towns to major suburban centres.
Each execution features a different postcode, with imagery designed to reflect the people, places and routines that shape local neighbourhoods.
Aimee Dixon, general manager enterprise brand and retail marketing at Australia Post, said the campaign draws on the deeper meaning postcodes have developed since their introduction.
“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.”
Film and photography across the country
The hero films were directed by Sarah Adamson through Photoplay and feature a recurring postcode sculpture designed to symbolise Australia Post’s reach across the country.
Alongside the films, photographer Cory White travelled across the country to capture still imagery documenting everyday moments in local communities.
These assets are supported by thousands of postcode-specific digital and social executions designed to ensure geographic relevance at scale.
Connor Beaver, creative director at Droga5 ANZ, said authenticity was central to the brief.
“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.
“Working alongside Australia Post, and our agency village partners, BRX, Keep Left, Thinkerbell and Wavemaker, we’ve built a campaign that reaches all 2655 postcodes.”
CAMPAIGN 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:
Droga5 ANZ, part of Accenture Song, in conjunction with BRX, Keep Left, Thinkerbell, Wavemaker
Film:
Director & Photographer: Sarah Adamson
Executive Producers: Emma Thompson & Florence Tourbier
Production Company: Photoplay Films + Photoplay Photography
DP: 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:
Production Company: Squeak E Clean Studios
Sound Design: Paul Le Couteur
Executive Producer: Ceri Davies
Photography:
Production Company: Hart & Co
Photographer: Cory White
Executive Producer: Monica Clapcott
Retoucher: Jacob Ring
Top Image: Droga5 ANZ