An Post is one of Ireland’s most trusted brands. But the company was becoming increasingly irrelevant to 18 – 30 year olds. This audience associated An Post with stamps and little else. With a growing market for delivery of global goods, An Post have invested heavily in a range of delivery services, making them a world-class postal service with a world class offering. But this audience didn’t care. So when they asked us to create a campaign that promoted their offering, we knew we had to do more than just talk about the benefits of their service. We needed to make a bold statement, to stand out from the noise so that this younger audience would turn their heads. We needed to get people talking. Our concept was to show that An Post is breaking down barriers and bringing the world closer to Ireland.
With Brexit and Trump’s wall at the fore-front of people’s minds, we knew that this provocative subject matter would capture people’s attention. In a time when some countries are talking about building walls, and there’s a global trend towards insularism, we wanted to show that Irish people, and our national postal service, stand for something quite different. An Post have always been determined to look outwards, break down barriers, connect people and export Ireland to the world and the world to Ireland. To match the dramatic subject matter, we employed some truly cinematic talent and techniques to deliver this visually stunning campaign that sees An Post breaking new ground, doing away with restrictions and opening up the world to customers and businesses alike. Directed by award winning film maker Ian Power, the ad encapsulates live action alongside amazing visual effects, courtesy of internationally renowned VFX artist Andy Clarke, of “Brooklyn” and “Dracula Untold” fame.
The piece was also shot on a rare camera normally reserved for films (the Arri Alexa 65 – recently used in the Oscar-winning film ‘The Revenant’). This 65mm camera, coupled with the letterboxing technique, helped us to achieve that epic and compelling widescreen cinematic effect for the small screen. Our soundtrack – ‘Open up your door’ by Richard Hawley, beautifully juxtaposes with the dramatic, powerful action on screen, resulting in an ad that emotionally resonates with the viewer, and brings the meaning of World Wide Open to the fore. Creative Director – Karl Waters Creative Director – Monika Crowley Art Director – Keith Lawler Copywriter – Ruth Dempsey Broadcast Director – Michael Cullen Producer – Eric Brindley