United States Postal Service
The official box
AGENCY: McCann Worldgroup
ASK: Create awareness for USPS during the holiday season
CONCEPT: USPS is The Official Box of Unboxing®
credit was due
The holidays are all about getting. The unboxing genre perpetuates that year-round, but does so even more during the holidays when unboxing video views spike.
We took the opportunity to show how USPS helps facilitate giving during the holidays. To remind people that giving starts with a USPS box, we put an unboxing video in reverse. And as a result, viewers saw an influencer boxing a present, instead of unboxing one. Starting December 1st, when viewers went to watch an unboxing video on YouTube, they saw our pre-roll ad, ensuring that anyone giving and shipping gifts this season thought of USPS first.
Behind the Scenes