Australia Post has transformed one of the most familiar elements of its customer experience—the shipping label—into a bold national media statement during peak shopping season.
Led by creative agency Thinkerbell, the campaign sees Australia Post’s iconic labels taking over outdoor advertising spaces normally occupied by some of Australia’s best-known retailers, including BCF, Country Road, Trenery and Blundstone. The execution is simple yet powerful, reinforcing one clear message: no matter what Australians buy, Australia Post delivers it.
The outdoor takeovers act as both a show of partnership and proof of scale, highlighting the vast reach of Australia Post’s delivery network. From major cities to the most remote postcodes, the campaign underscores how deeply embedded the brand is in Australian e-commerce.
Australia Post General Manager, Enterprise Brand & Retail Marketing, Aimee Dixon, said the initiative was designed to remind businesses and consumers of the brand’s behind-the-scenes role during the year’s busiest retail period. “Our labels are more than stickers—they’re a symbol of the scale, trust and reach we bring to deliveries across the country,” she said.
Thinkerbell Head Tinker Regina Stroombergen described the idea as “measured magic,” blending a core brand truth with playful execution to create something memorable and impactful.
Now live across Melbourne, Sydney and Brisbane, the campaign features high-traffic placements and special builds, ensuring maximum visibility at a time when Australian shopping—and shipping—is at its peak.
