Canada Post: Lighter on the Earth

Project_Objective

In 2022, recognizing its important leadership role and aligning to its citizens’ desire for corporate environmental action, Canada Post, the country’s postal service and largest shipping company launched Carbon-Neutral Shipping for all ground shipments, at no extra cost to its customers or Canadians.

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.

Challenge_

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.

Reflective metallic box moves along road into the Canadian Landscape
Mother waving at daughter arriving home from School with reflective metallic box passing the house
Father and daughter hike on woods along a road with a reflective metallic box passing them on the road.

SOLUTION_

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.

Aerial view of a long straight road cutting through a forest a mountain, clouds, and lake can be seen in the horizon.

results_

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.

IMPRESSIONS_

Across various channels

ENGAGEMENT_

landing page visits

brand_

consumers exposed to the campaign were 58% more likely to choose Canada Post