Using the sender–recipient formula “From:/To:”, typical of postal deliveries, the new brand concept “De: tod+s. Para: tod+s” (From: everyone. To: everyone) perfectly sums up its nature as a public company that belongs to everyone and is committed to serving everyone. The campaign includes a total of 17 video pieces showcasing each of the company’s main products and services. The first wave features a 45" and a 30" spot focused on brand positioning, followed by individual pieces highlighting the key pillars of the strategic plan: Parcels, Financial Services, Administrative Procedures, Personnel, and more.

The audiovisual part was produced by Antiestático and filmed with director Christopher Cartagena. The tone is warm and down-to-earth, portraying everyday life in Spain through a series of micro-stories. Each piece about a product or service tells how people make their lives easier thanks to the postal operator, because that is Correos’ main hallmark: reaching where others don’t and providing universal services that would otherwise go uncovered by its competitors. The conveniences offered by the Correos Prepaid Card to different targets in various circumstances, a business that can export thanks to Correos’ international parcel service, a grandmother who can give her granddaughter her allowance in a village with no bank branches thanks to Correos Cash, or a chef who always receives fresh fish thanks to Correos Frío, are just some examples.

This is our first campaign following the pitch that consolidated the account under a single agency, with Universal McCann handling media planning. In addition to video, the campaign includes VOD, cinema, radio, digital (display, video, graphics…), social media, outdoor, in-branch materials, and more.

DATA SHEET:
Creative Agency: Darwin & Verne
Media de agency: Universal McCann
Brand: Correos
Advertiser: Correos
Client del contacts: Juanjo Castillo, Sara Cubillo, David Álvarez, Alberto Ordóñez, David Mozos, Marina Jiménez, Juanjo García Labarta, Joaquín Pérez Sampedro, Antonio Escudero, José Miguel Moreno
CEO: Nacho Huidobro
Creative President: Carlos Sanz de Andino
Creative Directors: Gonzalo Calvo, Pablo Caraballo
Head of Content: Bel Rodríguez
Content managers: Javier Aranda, Cristina Sanchón
Brand Lead de marca: Jorge Martín Teulón
Brand Executive de marca: Trinidad Florio
Head of production: Noelia Herrera
Production Company: Antiestático
Director: Christopher Cartagena
Executive producer: Matías Aisen
Producer: Natacha Martín
Title: Elige Correos, “De: tod+s. Para: tod+s”
Pieces: Video, cinema, radio, digital, social media, outdoor