Canada Post introduces deliveries so sustainable, they’re almost invisible
“For the Greener Good” campaign from The&Partnership uses transparent packages to deliver the message about its new carbon-neutral ground delivery.
Canada Post is literally being transparent about how its commitment to carbon-neutral ground delivery ensures it leaves next to no impact on the country’s natural environment.
The “For the Greener Good” campaign highlights the Crown Corporation’s commitment to reducing its environmental footprint by offsetting all of the carbon emissions resulting from ground delivery. It is part of the organization’s ongoing efforts towards achieving net-zero greenhouse gas emissions by 2050.
Developed by The&Partnership, the awareness campaign is led by “Lighter on the Earth,” a 30-second spot showing the real-world impact of carbon-neutral ground shipping. It shows transparent boxes moving along highways and roads, a metaphor for how its millions of annual shipments are travelling lighter thanks to its carbon-neutral commitments.
The spot contains no delivery trucks, only the suspended boxes silently gliding to their destinations, with a shipping label the only indication that viewers are looking at a package. The accompanying voiceover explains that Canada Post’s new commitment means that more than 200 million packages a year will be travelling lighter, which is just the beginning of its commitment to the environment.
“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,” says 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.”
Shot by Yukon-based Indigenous director Shaunoh of Circle Productions, “Lighter on the Earth” was created in keeping with the ethos of Canada Post’s environmental commitment by being respectful to the land.
“In addition to package’s journey, the spot also shares a beautiful story about shared humanity,” says Shaunoh. “As we see Canadians living their everyday lives, we’re reminded of the influence we all have on our land and one another.”
While the footage looks like it was captured across Canada, the entire five-day shoot took place in and around the Vancouver area with a small crew. The shoot’s carbon footprint was drastically reduced through multiple sustainable practices, including the lighting department prioritizing natural light where possible, generators being turned off when not in use, and prioritizing rechargeable batteries.
These and other efforts helped the production reduce its carbon footprint to 14 tonnes of CO2e for which a carbon offset contribution was made to ClimeCo and Carbon Fund, which goes towards funding green initiatives. In addition, taking advantage of the Greener Sets recycling service enabled the production to divert 92.78% of its waste from landfills.
Canada Post is prioritizing Indigenous-owned or led nature-based carbon offset projects and is purchasing only from accredited services supporting projects that have undergone third-party validation.
“As one of Canada’s largest corporations, people are looking to Canada Post to take meaningful action on the environment,” says Danielle Doiron, General Manager, 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.”
The campaign debuted on April 24 and runs through June as TV and online video (30- and 15-second spots) as well as social. Additional information on The Greener Good can be found here.
Spot Title: Lighter on the Earth
Client: Canada Post
General Manager, Marketing: Danielle Doiron
Director, Advertising: Jennifer Justin & Mamta Dogra
Advertising Manager: Derek Welosky
President: Andre Louis
Executive Creative Director, Canada: Justin Roth
Strategy Director: Erika Maginn
Senior Strategist: Matt Nolson
Creative Director: Nabil Rachid
Copywriter: Jane Murray
Senior Art Director: Duncan Porter
Integrated Business Lead: Sophie Mair
Group Account Director: Ashleigh McEwan
Account Director: Jenna Huckle
Account Supervisor: Marwa Eid
Account Coordinator: Melissa Ronson
Head of Production: Jacqueline Bellmore
Producer: David Smith
French Agency: Tank
VP Client Services: Lyne Mongrain
Account Director: Anne-Louise Bélanger
Copywriter: Benoît Losier
Producer and Video Project Manager: David Smith
Production Company: Circle Productions
Producer: John Scarth
Executive Producer: Karen Tameanco
Editor: Ryan Hunt
Production Designer: Rose Weir
Colour Facility: Alter Ego
Colourist: Eric Whipp
VFX: Alter Ego
VFX Producer: Darren Achim
Audio House: Boombox
Music Director: Roger Leavens
Composer: Chris Stiliadis