CLIENT
United States Postal Service
Chris Karpenko, Executive Director, Brand Marketing
Todd Poling, Brand Director
Brian Pasco, Senior Advertising Specialist
AGENCY
Chris Karpenko, Executive Director, Brand Marketing
Todd Poling, Brand Director
Brian Pasco, Senior Advertising Specialist
Universal McCann
Jacklyn Baillergeon, Strategist
Anna Andreis, VP, Strategy Director
Kevin Scher, EVP, Executive Business Director
Tom Murphy, Chief Creative Officer, McCann NY
Chris Mitton, Executive Creative Director
Nir Refuah, Executive Technology Director
Christina Rizzo, Account Director
MRM//McCann
Weber Shandwick
SUMMARY
Young parent/aunt/uncle—remember how far you went your kids’ first few holidays to make everything perfectly magical? How you worried about even the littlest things going wrong? How you needed reassurance it’d all be okay? This is what USPS was up against as young parents went elsewhere for their shipping needs because it seemed “too big to care” about their packages. For Holiday 2017, USPS focused on its empathy, not its strong, powerful infrastructure, to show, in the most magical way, it cared about even the littlest parts of the season.
