SOCIAL BRIEF
AUSTRALIA POST
Background
Australia Post is a national icon that quietly does a massive job every day. But the public mood toward it has shifted, people love to hate on it, especially when parcels go missing.
The Problem
They’ve got brand baggage. People see delays, not effort. But deep down, we all still get a little rush when something turns up.
Product Truth
Australia Post is still the most trusted delivery network in the country, even if we give them hell online.
Human Truth
We all turn into maniacs when we’re waiting for a parcel.
Single minded Proposition
Delivering drama daily.
Creative Challenge
Create a short-form social campaign (TikTok, Reels, or a static series) that leans into the chaos of parcel culture. Make it funny, make it relatable, and make people remember why AusPost is still part of their day-to-day—rage and all.