Creative Work of the Week: Ireland’s postal service cinematically opens up country’s borders

An Post, Ireland’s national postal service, has claimed The Drum’s Work of the Week with World Wide Open – a spot directed by Ian Power for Target McConnells that appears to literally open the Irish borders to cities across the globe.

The campaign’s 40-second hero film was the work of a range of Hollywood names, including VFX artist Andy Clarke and colourist Gary Cullen who have worked on Brooklyn and Game of Thrones respectively.

Coupled with a letterbox ratio and the romantic soundtrack of ‘Open up your door’ by Richard Hawley, the result is a truly cinematic ad that builds the cityscapes of San Francisco, London and New York into the Irish hills.

An Post hopes to take a stance against the world’s current penchant for closing borders with the campaign.

Abi Moran, managing director of Target McConnells, said: “We wanted to make a powerful statement. In a time when some countries are talking about building walls and there’s a global tendency towards insularism, we wanted to show that Irish people, and our national postal service stand for something quite different.”

“Ireland has always been a player on the global stage, importing and exporting goods, people and culture. And An Post has always been a brand that works to help Ireland prosper, connecting people and businesses both domestically and abroad. And this trend is continuing, with major new Parcel product and service innovations that quite literally bring the world to your door.”

PJ Brigdale, An Post’s head of marketing, added: “This campaign marks the beginning of an exciting new era for An Post as we signal our intent to aggressively grow our Parcels business. In the coming weeks you will see a range of new An Post products and services that throw the world wide open for Irish shoppers and businesses, with huge relevance for younger customers. The launch ad is cinematic and bold, it’s really a calling card for An Post’s new direction.”

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