Environmental metaphors are often heavy handed, but here’s one that’s light on its feet—a campaign from The&Partnership for Canada Post that promotes the company’s new carbon-neutral ground deliveries by reimagining delivery trucks as a series of transparent boxes moving through the world.
Shipping labels are the only hint that these are deliveries, and they nicely dimensionalize the visuals as well. The voiceover explains that more than 200 million packages a year will now be travelling lighter.
The campaign is themed “For the Greener Good” and highlights Crown Corporation’s commitment to offsetting all carbon emissions resulting from ground delivery. The company is aiming for net-zero greenhouse gas emissions by 2050.
The production itself held itself to similar standards. Sustainable practices on the five-day shoot included prioritizing natural light where possible, turning off generators when not in use, and using rechargeable batteries. The spot was shot by Yukon-based Indigenous director Shaunoh of Circle Productions. (Canada Post is prioritizing Indigenous-owned or led nature-based carbon offset projects.)
"Because this is such a huge initiative from Canada Post, we wanted to create something just as big and wondrous to bring it to life,” said Justin Roth, executive creative director at The&Partnership. “These ethereal boxes felt like the perfect way to visualize how much lighter an impact on the land carbon neutral shipping will have."
“In addition to the package's journey, the spot also shares a beautiful story about shared humanity,” said Shaunoh, the director. “As we see Canadians living their everyday lives, we’re reminded of the influence we all have on our land and one another.”
“As one of Canada’s largest corporations, people are looking to Canada Post to take meaningful action on the environment,” said Danielle Doiron, general manager of marketing at Canada Post. “We know that delivering for Canadians is about more than delivering packages. It’s also about delivering a greener future for us all.”