U.S. POSTAL SERVICE
ACDS: JONATHAN SPRINGER & ERICK STOSSEL
RECOGNITION: THE ONE SHOW 2020 - Shortlist TARGETED VIDEO, The Drum’s Work of the Week
136 million unboxing videos have been uploaded to YouTube. But USPS helped facilitate that cultural phenomenon—the very boxes being unboxed were delivered by USPS and being watched by millions.
It was time to get them some recognition, y’all.
We created an unboxing video and put it in reverse to show where a box come from in the first place—USPS. Then, we targeted unboxing videos with USPS boxes in them and played our pre-roll for 30 days across 40 different categories on YouTube. In the month it ran, 15 million people ordered boxes, solidifying the USPS box as The Official Box of Unboxing.