Sky Media has this week announced that Sky Zero Footprint Fund finalist the Royal Mail is set to unveil ‘Footprints’, a carbon-conscious advertising campaign.
Backed by the £250,000 media value it secured from the Sky Zero Footprint fund last year, the Royal Mail’s new creative looks to encourage the British public to post parcels in a greener way.
Developed by creative agency AMV BBDO, the campaign will be led by a 30-second hero spot running across TV and video-on-demand from 27 February to 27 March.
“Over 4.2 billion parcels are sent in the UK every year, but we rarely ever stop to think about the impact on the environment of the things we send,” AMV BBDO head of strategy, Sam Williams said.
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“The campaign seeks to wake us up to this reality by dramatising one of the key differentiators for Royal Mail, the fact that the 2/3 of their parcels are delivered on foot, this enables them to have a dramatically ‘lighter’ carbon footprint than the competition. It brings this truth to life through the medium of dance; a mesmerising urban ballet. And then it ends with a very clear call to action to send it greener.”
The award-winning film was first unveiled to Sky Zero Footprint Fund judges in December, where it was ‘highly commended’ for its production values and the spot’s perceived ability to impact public opinion and how the delivery industry operates.
Royal Mail managing director of marketing and digital, Sonia Sudhakar added that the business is “committed to raising awareness about the real carbon impact of our parcel deliveries. Now, with the help of the Sky Zero Footprint Fund and AMV BBDO, we’ll campaign for our entire industry to do the same, thereby empowering customers to help tackle climate change – today!”
