Australia Post has released a touching film for its Christmas campaign, focused around the idea that being generous doesn’t have to be expensive.
The campaign is themed around the call to action ‘spread the merry’ and asks Australians to be generous in their festive spirit across the Christmas holidays.
Created by The Monkeys, part of Accenture Interactive, the focus of the campaign is a film that aims show that small gestures go a long way. In the ad, a young boy is concerned about an older neighbour ‘Mr Grieves’ who has lost his Christmas spirit after losing his wife. The neighbour no longer says 'hi' to the boy and refuses to decorate his house as it was one of his wives favourite tasks. On a visit to Australia Post, the young boy picks up a disco ball decoration for the neighbour and posts it to him, helping to lift his spirit and giving the neighbour a new start in celebrating Christmas.
Australia Post chief marketing officer, Amber Collins, said: “This year we are encouraging all Australians to Spread the Merry by making somebody’s day special. Christmas is a time to connect with friends, family and community and the campaign demonstrates how Australia Post makes it easy to reach out to more people.”
The film was directed by Rabbit Films’ James Rouse. It will run across TV and will be supported by ads across radio, out-of-home and digital.
The Monkeys chief creative officer, Ant Keogh, said: “The idea being to ‘Spread the Merry’, we wanted the ad itself to embody a generous spirit, with a little story of personal connection aided by Australia Post.”
According to online analytics firm SimilarWeb at the time of writing, Australian Post is the 51st best read website in Australia with 16.18 million visitors coming to the site in October and staying on average for 2.53 minutes.