Canada Post: Lighter on the Earth

This initiative addresses the growing concern of climate change and the public's scrutiny of corporate sustainability claims. To promote this commitment authentically, Canada Post developed the "Lighter on the Earth" campaign, visualizing its reduced environmental impact through transparent boxes. The campaign aimed to reassure Canadians about their online shopping habits by highlighting that every parcel shipped with Canada Post now has a lighter carbon footprint. The campaign included a visually stunning film, emphasizing sustainable production practices. The campaign ran across TV, OLV, cinema, social, and digital platforms. The campaign was a success, resulting in a significant increase in the perception of Canada Post as an environmentally responsible company and driving increased customer preference.

Canadians overwhelmingly agree on the need for radical change to address climate change and expect businesses to lead the way in environmental sustainability. Canada Post, committed to achieving net-zero emissions by 2050, introduced Carbon-Neutral Shipping for ground shipments. However, corporate sustainability claims face intense public scrutiny, with greenwashing a major concern. The challenge was to effectively communicate Canada Post's commitment in an authentic and transparent way, reassuring Canadians and avoiding skepticism and eliciting a positive reaction.

Canada Post's "Lighter on the Earth" campaign visualized carbon-neutral shipping through transparent boxes, symbolizing a lighter environmental footprint. The campaign launched with a beautiful film featuring these boxes moving effortlessly through diverse Canadian landscapes. The film itself was produced carbon-neutrally, with sustainable practices like reduced crew size, natural light usage, and waste diversion. The campaign aimed to reassure Canadians about their online shopping habits by highlighting that every parcel shipped with Canada Post now has a lighter carbon footprint. The film spot was broadcast across the country on TV and OLV, and gained further impressions in cinema advertising ahead of major films.

The campaign achieved 152.2 million media impressions and drove over 51,000 landing page visits. The "Lighter on the Earth" campaign significantly boosted Canada Post's perception as an environmentally responsible company (63% lift) and an ethical company (28% lift). Beyond sustainability, the campaign positively impacted perceptions of Canada Post's customer focus (+37%), support for small businesses (+36%), and leadership in parcel delivery (+27%). Consequently, consumers exposed to the campaign were 58% more likely to choose Canada Post for their shipping needs.