The United States Postal Service is launching a holiday-themed campaign today complete with
"Easter eggs."
Creative from and McCann Worldgroup includes the tagline “Delivering for America” which was first featured in a February campaign.
The theme is
“Built for the Holidays” and it is the latest installation of the brand's iconic tradition of holiday campaigns, including last year's "Holiday Ready," which was ranked as one of the top
five most-liked ads of the season per iSpot.tv.
Nearly 12 billion mail pieces and packages are delivered nationwide by the carrier during the holiday season, and the effort
highlights the USPS's radically improved delivery network as part of its 10-year business transformation plan.
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The fully-integrated campaign's creative assets feature a
“USPS world” built in a diorama with actual USPS shipping boxes, envelopes, other assets, and various packing materials. It will run on national broadcast, online video,
iHeartRadio, Spotify, SiriusXM, Yahoo, eBay and social (Facebook/Instagram/Snapchat/Reddit/Pinterest) through Dec. 18.
The campaign film features
digital experiences with clever “Easter eggs” such as a QR code cleverly placed over a house with a "Rented" sign that directs users to the USPS change of address landing page, and another
that directs to the Postal Service' s Operation Santa website.
Others include a figurine of the Postmaster General, billboards built from USPS holiday stamps, and mini
eagles emblematic of the brand planted throughout.