Australia Post is targeting young adults for the first time with a campaign to promote its Keypass Proof of Age card and Load&Go Reloadable Visa Prepaid card. Created by GPY&R Melbourne and directed by Plaza Films' Paul Middleditch, 'Declare Your Independence' aims to help make the transition to independence easier for teenagers and their parents.
Australia Post marketing and communications manager Megan Hair said: "It is the first time we have targeted the youth segment and we think the TV commercials GPY&R have created and developed will appeal not only to youth but also to parents. We are very excited and looking forward to a positive customer response from this campaign.”
The campaign will run across TV, social, digital and in-store promotions.
Australia Post 'Pool' TVC
Australia Post 'Change Room' TVC
Credits
Executive Manage, Sales, Marketing and Channels: Bob Hooper
Manager, Marketing and Communications: Megan Hair
Senior Marketing Manager: Joshua McLean
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Managing Partner: Matt Farrugia
Creative Director: Evan Roberts
Copywriter: Psembi Kinstan
Art Director: Joe Sibley
Senior Planner: Warren Davies
Senior Producer: Luisa Peters
Account Director: Anna Austin
Senior Account Manager: Cathryn Reed
Tech Lead: Brett Harris
Digital Producer: Azba Shakoor
Designer: Jess Ramsey
Designer: Jack Kuzior
Production Company: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
Editor: Peter Whitmore
Post Production: The Editors
Sound Production: Sound Reservoir
