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2019 FINALIST POSITIVE CHANGE: SOCIAL GOOD - BRANDS
UNITED STATES
Sung Chang, EVP Chief Creative Officer Karan Gera, SVP Strategy Director Daniel Carlsson, SVP Creative Director Tony Jones, VP Creative Director Shawn Kelly, VP Creative Director Petra Magno, Senior Copywriter Jane Kim, Associate Creative Director Noelle Kirchmer, Designer Caspar Ouvaroff, SVP Group Account Director Christopher Cotter, Associate Strategy Director
SUMMARY
In December 2016, USPS became internet famous for being a heartless government machine. A single tweet reposted across America dragged our sentiment down to -44. We tried to change how they felt by touting facts, but facts are futile when fighting emotion. So, we showed them our heart instead. We plucked Operation Santa - a nearly forgotten, century-old program, languishing in the Post Office – and put it onto every American's phone. By showing how every delivery is precious to USPS, we warmed America’s hearts and flipped their perceptions positive.
