Australia Post creates National Letterbox to encourage Aussies to share their lockdown experience in new campaign via The Monkeys
Understanding Australians are spending far more time at home during lockdown, Australia Post has launched ‘Dear Australia’, a campaign via The Monkeys Melbourne, part of Accenture Interactive, to bring the nation together to reflect on how we are feeling in such unparalleled times.
‘Dear Australia’ sees the creation of a national letterbox whereby Australians from far and wide can come together to share their experiences of this time in a letter, to be preserved for future generations.
Selected letters will be shared on the Dear Australia website (auspost.com.au/dearaustralia) 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.
Says Paul McMillan, chief executive officer, The Monkeys: “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.”
Says Amber Collins, chief marketing officer, Australia Post: “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.”
Produced by FINCH, the campaign airs this week and will run across broadcast television, social and radio.
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
Client: Australia Post
Chief Marketing Officer: Amber Collins
Head of Marketing, Retail and Advertising: Corrina Brazel
Marketing Manager, Community and Consumer: Allison Leech
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
24 Comments
Nobody is going to do this.
Oh my god, Finch again. This is very average so I ask, do any other Prod Companies get a go?
The postage isn’t free?!
Get a boat mate.
More postage delays? More wasted resources.
What the Fuc* does that mean ‘Get a boat’
You are a TWAT!
Maybe he/she meant…lets face it, 99.9% probably male…maybe he meant ‘get a boat mate’ in a nautical sense but actually should have said ‘get a ‘first mate’ Kinda like a sailing dis. similar to kids teasing other kids for not having friends. ‘get a first mate you loser’ Who knows though, probably someone from Finch retaliating for the poster pointing out that Finch consistently puts out rather average work.
“Get a boat” refers to the fact that big production houses have big toys (like boats and sailing yachts) which they use to woo potential clients (like agencies.
They want their “look and feel” back
Horrible. No, it would have to be noticeable, even memorable, perhaps interesting to be horrible. Invisible. Yes, that’s the word.
Was Ant on leave?
I love both this creative agency and production company. But how have you made something so soulless and plastic when there is so much humanity seeping out of every crack in every street in the world right now.
How do Monkeys get all the adulation?
Just a really STUPID idea.
Oh, there’s an idea???
…receive anthrax in my letterbox than watch this contrived nonsense.
A better use of budget would be to educate people on the surge in demand of postal services rather than this pissweak attempt at carving out a use for Australia Post in people’s lives.
How can Monkey’s Melbourne continue to be a thing?
The work from The Monkeys is always average. Just OKAY. They high five each other on that new Qantas video and on this sort of work. These accounts deserve better than just the basic quality.
No wonder why they never at international awards even though they’ve been trying.
It’s easy to forget that as a start-up Three Drunk Monkeys was a fresh, exciting new brand doing fresh, exciting work. So sad to see it become a flaccid, bloated shadow of its former self.
The premise of this ad is contrived, and the execution banal. Indeed, as another commenter observed, why not capitalise on the real-world surge in parcel post?
Do Monkeys Melbourne not employ a planner?
on that Qantas video. That was sick.
***Weezing noises ***
In the midst of a global pandemic they are actually producing work and staying afloat – isn’t that enough? So many agencies are having all their work pulled and having to make so many staff redundant – as an industry we should just wish them well and congratulate them on still being able to produce work in the first place, regardless of what you think of the content.
Merely keeping head above water may be enough for you, but it isn’t good enough in advertising. The premise of good advertising remains the same no matter what: make a good offer, make it clear, make it memorable, make it interesting. That’s what we’re here for. If you don’t agree, there are many other occupations; gardener, barista, motor mechanic, and a new one I’ve noticed; street hygiene wiping down gang person.
And this is what you get.