The United States Postal Service is intertwined into the fabric of America. Over decades of transformation, the brand now enters a new chapter, where it continues to strive on delivering for America. Whether it’s delivering for businesses or delivering to help individual ambitions, USPS goes everywhere in America to deliver for every American.
“Our Delivering for America Plan capitalizes on our natural strengths to ensure that we can better meet the nation’s evolving delivery needs, and do so with the higher degree of efficiency, precision and reliability that our business and residential customers expect and deserve,” shares Louis DeJoy, PMG and CEO of USPS.
MRM was tasked with communicating the new vision and enhancements the 10-year plan brings to businesses of all sizes and what this means for every individual in America. The campaign is spearheaded by an anthem film that gives us a glimpse into the journey a mail carrier takes.
Seen through the iconic square window of the new Long Life Vehicle (LLV) of the Postal Service and accompanied by Johnny Cash’s I’ve been everywhere, the film and music serve to underscore the vast reach of the USPS and the deep relationship it has with America.
The film, directed by Jake Scott, also highlights how the USPS helps businesses keep up with their demands and scale through services like USPS Connect and the introduction of new vehicles with more capacity to deliver faster and more packages to every address across America. Watch below:
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“American Culture. This work celebrates what’s to come with the PMG’s 10-year plan including same day and next day shipping through USPS Connect for businesses and more packages delivered per trip,” said Harsh Kapadia, Chief Creative Officer, MRM New York. “Traveling beside the USPS carriers, we see that USPS doesn’t just deliver from A to B, but USPS is Delivering for dreams, Delivering for ambitions, Delivering for growth and most importantly it all Delivers for America.”
“It was a great experience collaborating with the creative team at MRM, and having the opportunity to create a new visual language for the USPS,” notes Emmy Award-winning director Jake Scott of RSA Films. “Johnny Cash’s song is the perfect score for Americana and fitting for the only service that goes to every single door in the country. Casting real postal workers and hearing their real stories and experiences was another great touch which helped us capture that spirit.”
The campaign breaks on February 22 and runs through September 2022. TV breaks on 2/22, print, digital and OOH will launch in March and April.
The media is a combination of Digital, TV, Radio, Print, Social, Search. (Wired, Fast Company, National Geographic, Forbes, Times, Men’s Health, Entrepreneur, The New Yorker, Time, The Atlantic, The Economist, Twitter, Facebook, Instagram, LinkedIn, NPR, Spotify).
CREDITS:
CLIENT: United States Postal Service
AGENCY: MRM with McCann Worldgroup
- Ronald Ng – Global Chief Creative Officer
- Harsh Kapadia – Chief Creative Officer
- Jesse Potack – EVP, Executive Creative Director
- Sascha Piltz – SVP, Group Creative Director
- Kerry Keenan – Copywriter
- Ruth Bellotti – Art Director
- Dawn McCarthy – Art Director
- Sam Milgrim – Senior Broadcast Producer
- Donna McCracken – SVP, Executive Integrated Producer (McCann)
- Kathleen Diamantakis – Chief Strategy Officer
- Tracey Sutherland – VP, Strategy Director
- Nikki Siegel – Associate Director of Strategy
- Theresa Maranzano – Business Manager (McCann)
- Jaime Jou – Business Manager Music (McCann)
- Tina Braun – SVP, Group Account Director
- Lauren Torres – Account Director (McCann)
- Ally Plithides – Account Executive
PRODUCTION COMPANY: RSA Films
- Luke Ricci – President
- Jake Scott – Director
- Buddy Brakha – Executive Producer
- Carolyn Pedrossian – HOP
- Jason Groves – Producer
- Crile Forsberg – DP
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