Canada Post introduces deliveries so sustainable, they’re nearly invisible.
The&Partnership’s “For the Greener Good” campaign unveils transparent packaging to convey the message about its new carbon-neutral ground delivery service.
Canada Post is being truly transparent about its commitment to carbon-neutral ground delivery, ensuring minimal impact on the country’s natural environment.
The “For the Greener Good” campaign showcases the Crown Corporation’s dedication to reducing its environmental footprint by offsetting all carbon emissions from ground delivery. It is part of their ongoing efforts to achieve net-zero greenhouse gas emissions by 2050.
Developed by The&Partnership, the awareness campaign features a 30-second spot titled “Lighter on the Earth,” illustrating the real-world impact of carbon-neutral ground shipping. Transparent boxes glide along highways and roads, symbolizing the lighter environmental impact resulting from Canada Post’s carbon-neutral initiatives.
The spot excludes delivery trucks, focusing solely on the suspended boxes silently making their way to destinations, with only a shipping label indicating their purpose. The accompanying voiceover explains that Canada Post’s new commitment means over 200 million packages per year will have a lighter impact, representing just the beginning of their environmental dedication.
Justin Roth, ECD at The&Partnership, states, “Because this initiative from Canada Post is monumental, we aimed to create something equally grand and captivating to bring it to life. These ethereal boxes perfectly visualize the reduced impact on the land due to carbon-neutral shipping.”
Directed by Yukon-based Indigenous director Shaunoh of Circle Productions, “Lighter on the Earth” aligns with Canada Post’s environmental commitment by respecting the land.
Shaunoh says, “Alongside the package’s journey, the spot also shares a beautiful story about shared humanity. As we witness Canadians going about their everyday lives, we’re reminded of the influence we all have on our land and each other.”
Although the footage appears to be captured across Canada, the entire five-day shoot took place in and around the Vancouver area with a small crew. Sustainable practices were implemented to significantly reduce the shoot’s carbon footprint, such as prioritizing natural light when possible, turning off generators when not in use, and utilizing rechargeable batteries.
These efforts and others helped the production achieve a carbon footprint reduction of 14 tonnes of CO2e, and a carbon offset contribution was made to ClimeCo and Carbon Fund, supporting green initiatives. Additionally, the production took advantage of the Greener Sets recycling service, diverting 92.78% of waste from landfills.
Canada Post prioritizes Indigenous-owned or led nature-based carbon offset projects and exclusively purchases from accredited services that undergo third-party validation.
Danielle Doiron, General Manager of Marketing at Canada Post, emphasizes, “As one of Canada’s largest corporations, people expect Canada Post to take meaningful action for the environment. We understand that delivering for Canadians goes beyond packages—it’s also about delivering a greener future for all.”
The campaign premiered on April 24 and will run through June via TV, online videos (30- and 15-second spots), and social media.
Spot Title: Lighter on the Earth
Client: Canada Post
General Manager, Marketing: Danielle Doiron
Director, Advertising: Jennifer Justin & Mamta Dogra
Advertising Manager: Derek Welosky
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
Head of Production: Jacqueline Bellmore
Producer: David Smith
French Agency: Tank
VP Client Services: Lyne Mongrain
Account Director: Anne-Louise Bélanger
Copywriter: Benoît Losier
Producer and Video Project Manager: David Smith
Production Company: Circle Productions
Producer: John Scarth
Executive Producer: Karen Tameanco
Editor: Ryan Hunt
Production Designer: Rose Weir
Colour Facility: Alter Ego
Colourist: Eric Whipp
VFX: Alter Ego
VFX Producer: Darren Achim
Audio House: Boombox
Music Director: Roger Leavens
Composer: Chris Stiliadis
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