Squalls at ExpressPost
Swiss Post The offering for fast consignments is broad, but little known. In addition to speed, the collection service is now also to be advertised.
Swiss Post The range of services for fast consignments is broad, but little known. In addition to speed, the collection service is now also to be advertised.Swiss Post offers various services for the fast delivery of parcels and letters. ExpressPost AG commissioned the Bern-based agency LangGysiKnoll to advertise the SwissKurier service with a surprising series of TV commercials in two different seasons. The speed of the courier was humorously but subtly dramatized with ever-increasing gusts of wind. The ExpressPost gusts didn't just ruffle the hair of passers-by. They were so violent that they caused heavy advertising signs to spin, sent dogs running and won a few prizes in creative competitions along the way. Almost three years after the end of the last series of commercials, a new campaign is intended to dramatize another aspect of the service and thus stand up to the ever-increasing private competition. After market tests revealed that small and medium-sized companies still often post their express items at the post office counter, PostExpress wants to remedy the poor awareness of the collection service in this sector. In order to benefit from the previous campaigns and to be recognized as the originator, the new advertising idea should seamlessly tie in with the windy concept of the previous commercials.
Two wind directions
Together with freelance CD André Benker and director Rainer Binz, the LGK creative team developed a simple and plausible idea to take the spot series into its third round: The courier will no longer sweep through the scenery just once, but twice - there and back or fetch and deliver.
The team built two surprising stories on this basic idea: the gusts of wind carry a flea from clochard to businessman and back again, and in the other spot, the wind carefully drapes the thinning head of hair back over the bald head that the same express van had uncovered shortly before. The new campaign approach of the two wind directions was also adapted to the print sector. Wind-tousled models on the front and back of a newspaper and magazine page represent ExpressPost's collection and delivery service.
The wind also plays a cheeky game in the new spots: one time a bald head is exposed, the other time a flea is whirled up.
Luca Aloisi
Two wind directions
Together with freelance CD André Benker and director Rainer Binz, the LGK creative team developed a simple and plausible idea to take the spot series into its third round: The courier will no longer sweep through the scenery just once, but twice - there and back or fetch and deliver.
The team built two surprising stories on this basic idea: the gusts of wind carry a flea from clochard to businessman and back again, and in the other spot, the wind carefully drapes the thinning head of hair back over the bald head that the same express van had uncovered shortly before. The new campaign approach of the two wind directions was also adapted to the print sector. Wind-tousled models on the front and back of a newspaper and magazine page represent ExpressPost's collection and delivery service.
The wind also plays a cheeky game in the new spots: one time a bald head is exposed, the other time a flea is whirled up.
Luca Aloisi
