Australia Post says 'Unpack Your Potential' in newly launched campaign via Commoner

Screen Shot 2017-10-24 at 1.06.55 pm.jpgMelbourne creative agency for video Commoner has worked with Australia Post to tell a series of unique character stories as part of its 'Unpack Your Potential' campaign, which promotes online shopping. The first in the series has launched, a film about elite swimmer, Emily Beecroft.
Commoner, which produces creative video content for direct clients and agencies, was engaged by Australia Post to tell the stories of real Australians whose extraordinary lives are enhanced, in part, by online shopping.

The first in the series tells the story of Emily Beecroft, a 17 year old elite Paralympic swimmer in Traralgon, Vic. The youngest of triplets, Beecroft and her sisters were born 10 weeks premature in November 1999. While Kaylee and Maddi were able to head home after two weeks, Emily spent her first four months at the Neonatal Intensive Care Unit.

Says Beecroft: "I was born with a radial limb deficiency which means I only have one bone in my right arm. I also have a curvature of the bone, I'm missing a thumb and I have hearing loss in my right ear."

Fast forward 17 years, and you're likely to find Beecroft in the water, competing on the global stage. She represented Australia in the 2016 Paralympics in Rio and is currently training for the world championships and 2020 Paralympics in Tokyo.

Commoner founder and director Mark Welker said the project was a unique opportunity to re-interpret the genre of unboxing videos and center the films around each character's individual story and personality.

Says Welker: "Emily is such a strong voice both as an ambassador for the sport of swimming and as an example of what any young person can achieve despite obstacles. The way she manages to balance being a teenager and competing at the highest level epitomises the campaign theme of 'unlocking potential'.

"Commoner's passion is, and has always been, for great stories with an element of surprise. Our team thrive when we're able to create emotive video content where we get to uncover the stories and characters within," he said. "It was a great creative challenge to source different characters for this project and then interpret our version of the unboxing videos we've all seen online in recent years.
"I think the videos contribute to the telling of rich and largely untold stories in Australia. We're proud to create content that explores beyond the usual lineup of obvious brand ambassadors."

The 'Unpack your Potential' video series aims to humanise the online shopping experience by exploring the stories of diverse Australians. While each character has a vastly different story to share, online shopping is the common thread - and plays an important role in enabling them to live their extraordinary lives.  

Australia Post's content marketing lead for video, Miles Fahey, said the aim of the campaign is to dig into the motivation and emotions behind 'why' people shop online.

Says Fahey: "Uncovering a diverse range of Australians and bringing their extraordinary stories to life through video was key to the brief. To make it work, we needed to partner with a creative agency that understood the art of telling emotional, human stories.

"Having done great work with Commoner on a previous project, we felt they were the perfect fit for this campaign."

The campaign is supported with a microsite including shopping tips, brand and product profiles, audience offers and competitions and an influencer program.
Says Welker: "It was great to work again with Australia Post and to be given the chance to help build the campaign from the ground up, starting with just a tagline."
Each video in the series sees the story's character unbox their Australia Post deliveries as part of the campaign and shows each individual's unique needs for utilising online shopping, whether it be safety, creativity, or a busy training schedule.

The next two videos in the series are due to be launched soon.


Incoherent... said:

This campaign line has been thrown out by Australia Post marketing some 18 months ago. Great integration at Post, as always.

I miss ideas said:

Another campaign featuring real people using the product. Great work guys, really great.

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