ABOUT

An Post is Ireland's national postal service. Each year we aim to get more people sending letters and cards, and buying postage stamps is the key to that.
This is obviously a challenge with so many other ways to communicate. It feels like every few months there’s an app that offers a new way of communicating. So, we’ve got competition when we’re proving the relevance and warmth of sending Christmas cards. This year’s brief was slightly different in that many people have been separated from loved ones in 2020, so our task was to prove how sending a card or letter was a tangible proof point of true connection. It’s something that all of us in the agency truly believe, so it was a great brief to work with.

In the script that won through, the creatives Donal and Jamie uncovered an insight that’s true in many Irish homes. And that is that we keep old Christmas cards hoarded away, often in storage or in the attics of our homes. We do this because of the sentimental value they hold, the memories that they can bring from a time and a place. For us, this was an insight that really brought the brief to life. It allowed us to show how cards can bring true connection across families and even generations. We also felt there was something quite emotive about an adult thinking back to childhood and to Christmases gone by. Particularly this year, when many people’s Christmas may take a different form. We yearn for the best Christmases we ever had, and for many people these are childhood Christmases.

It’s the product that’s unique first and foremost. An Post allow people to send cards and letters through their stamps and postal service. We wanted to tell that story in a unique way and tell a story that hadn’t been told before. The cross-generational power of a card was something we felt allowed us to do that.