The United States Postal Service has launched the “Built for the Holidays” integrated campaign as the latest installation of the brand’s iconic tradition of holiday campaigns, including last year’s “Holiday Ready” which ranked in as one of the top 5 most liked ads of the season (iSpot). Nearly 12 billion mailpieces and packages are delivered nationwide by the carrier during the holiday season, and Built for the Holidays highlights the USPS’s radically improved delivery network as part of its 10-year business transformation plan.
The campaign’s creative assets feature a ‘USPS world’ built in a diorama with actual USPS shipping boxes, envelopes, other assets, and various packing materials. To captivate and surprise viewers, the campaign film features digital experiences with clever easter eggs - QR codes cleverly placed over a house with a “Rented” sign that directs users to the USPS change of address landing page, and another that directs to the Postal Service’s iconic Operation Santa website. Others include a mini figurine of the Postmaster General, billboards built from USPS holiday stamps, and mini eagles emblematic of the brand planted throughout.
Client: The United States Postal Service
Agency: McCann Worldgroup
Production Companies: Hornet and Untitled
Color House: Hornet
Mix House: Revolve