USPS Organic Social
Pushing the envelope for a 250-year-old brand.
THE PROBLEM
We live in the age of instant gratification. With just a single push of a button, DMs, notifications, and emails are sent and forgotten just as fast. In that world, a 250-year-old mail institution risks feeling like a relic rather than a necessity.
THE INSIGHT
Physical mail still carries a weight that digital never will. It holds a human and emotional meaning that the internet can never replicate.
THE IDEA
The USPS revamped their social strategy to meet people where they already were to remind them that mail is anything but obsolete. Through culturally fluent memes, viral postal twists, and a distinctly self-aware voice, we made the case that in a world of cold, instant communication, mail is still one of the most human things we do.
“The USPS Is Going Viral For A Scorching Hot Tweet, So Here Are 14 Times They Won
The Internet”
Credits
AGENCY
Weber Shandwick
GROUP CREATIVE DIRECTOR
Dane Rahlf
CREATIVE DIRECTOR
Alejandro Rosado
ASSOCIATE CREATIVE DIRECTOR
Tony Avila, Robert Scheider, Jennifer Fisher, Abbey Hansen
CREATIVES
Brooke Lockerman, Tess Kelley, Cauy Nelson, Joyce Koo, Anna Kennedy, Danielle Koch, Tess Berger, June Hernandez, Julius Johnson