Australia Post has launched what it describes as its largest national brand campaign to date, highlighting its role in connecting communities across all 2,655 postcodes in Australia.
Developed with Droga5 ANZ, part of Accenture Song, and supported by Australia Post’s agency partners, the campaign focuses on the cultural significance of postcodes and the communities they represent.
The initiative includes thousands of localized executions, each featuring a different postcode. These highlight moments of everyday life in communities across the country, from remote areas to densely populated urban suburbs.
According to Australia Post, the campaign aims to reflect the people, places and activities that characterize neighborhoods across the country, while emphasizing the postal operator’s nationwide network.
Aimee Dixon, general manager of enterprise brand and retail marketing at Australia Post, said postcodes have taken on a broader meaning since the system was introduced.
“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,” Dixon said.
“Each postcode reflects the character of a community – the businesses, the food, the sporting clubs and of course, the people, that make that neighborhood 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.”
The campaign features residents and postal workers from across Australia and includes a series of films directed by Sarah Adamson of Photoplay. The films feature a recurring postcode sculpture intended to symbolize Australia Post’s presence in communities nationwide.
Photographer Corey White also produced hundreds of still images for the campaign after traveling across Australia to document everyday moments in local communities. These visuals are being used alongside postcode-specific digital and social media content.
Connor Beaver, creative director at Droga5 ANZ, added, “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.”
The campaign is being rolled out nationally across film, out-of-home advertising, digital platforms, social media and localized executions.
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