Ad of the Day: Canada Post suspends invisible boxes to tout carbon transparency
The metaphorical spot sees ethereal boxes gliding through highways and roads.
Canada Post is touting its carbon credentials with this new spot that doubles down on its commitment to ensuring it leaves little impact on the country’s natural environment.
In the ad titled ‘Lighter on the Earth,’ viewers see glacial-looking cubes silently move through towns and cities. The only indication that it’s a package comes from the label on the side of the box.
The footage was shot over five days in and around the Vancouver area, with sustainability in mind. The lighting department prioritized natural light where possible and generators were turned off when not in use. These efforts helped the production reduce its carbon footprint to 14 tonnes of CO2e for which a carbon offset contribution was made to ClimeCo and Carbon Fund, which goes towards funding green initiatives.
“As one of Canada’s largest corporations, people are looking to Canada Post to take meaningful action on the environment,” says Danielle Doiron, general manager, marketing at Canada Post. “We know that delivering for Canadians is about more than delivering packages. It’s also about delivering a greener future for us all.”
The campaign will run until June on TV, social media and online video.
Credits
Client
Title: Lighter on the Earth
Client: Canada Post
General manager, marketing: Danielle Doiron
Director, advertising: Jennifer Justin & Mamta Dogra
Advertising manager: Derek Welosky
Agency
Agency: The&Partnership
President: Andre Louis
Executive creative director, Canada: Justin Roth
Strategy director: Erika Maginn
Senior strategist: Matt Nolson
Creative director: Nabil Rachid
Copywriter: Jane Murray
Senior art director: Duncan Porter
Integrated business lead: Sophie Mair
Group account director: Ashleigh McEwan
Account director: Jenna Huckle
Account supervisor: Marwa Eid
Account coordinator: Melissa Ronson
Production
Head of production: Jacqueline Bellmore
Producer: David Smith
French Agency: Tank
Vice president client services: Lyne Mongrain
Account director: Anne-Louise Bélanger
Copywriter: Benoît Losier
Producer and video project manager: David Smith
Production company: Circle Productions
Director: Shaunoh
Producer: John Scarth
Executive producer: Karen Tameanco
Editor: Ryan Hunt
Production designer: Rose Weir
Color facility: Alter Ego
Colorist: Eric Whipp
VFX: Alter Ego
VFX producer: Darren Achim
Audio house: Boombox
Music director: Roger Leavens
Composer: Chris Stiliadis
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