The campaign is part of a wider branding reset by the company called “Making Better Happen” and represents a €3m investment by the company.
A key part of the rebrand is a new hero campaign called “A Nation Delivers”. Created by Boys+Girls, it shows how the company’s nationwide network can “connect a community of caring strangers to help one small boy find his way back to comfort.”
Based on a true story, the commercial follows a mother’s viral TikTok plea to find a discontinued comfort toy for her autistic son. “As people across Ireland respond by sending possible replacements through An Post’s services, we witness how the company’s modern capabilities – tracking, electric fleet, and prepaid packaging – facilitate acts of kindness.”
Separate TV ads commercials for An Post Money and An Post Commerce feature interconnected characters and items that demonstrate the breadth of An Post’s letter, ecommerce and financial services.
“A Nation Delivers captures the spirit of the ‘Making Better Happen’ platform,” says Debbie Byrne, managing director, An Post Retail.
“At An Post, we believe that making better happens when Ireland can stay connected, trading and thriving, every day. Our technology evolves, but our values and commitment to delivering meaningful connections remain constant.”
“This story beautifully demonstrates An Post’s essential role in Irish life,” says Rory Hamilton, chief creative officer at Boys + Girls. “Beyond showcasing their efficient services, it reveals how An Post understands that some packages carry more than their contents – they carry irreplaceable meaning, comfort, and the power to connect people in profound ways.”
According to Hamilton, the production was handled with “exceptional sensitivity, care, and collaboration and director Ben Liam Jones brought personal understanding to the project – casting autistic performers and real families to ensure genuine representation throughout.
He adds that production company Antidote “treated the story with the respect it deserved to make diversity even more diverse – creating an inclusive set environment that embodied their commitment to meaningful epresentation.”
Credits
Agency:Boys + Girls
Chief Creative Officer: Rory Hamilton
Creative Director: Kris Clarkin
Senior Copywriter: Niamh Ryan
Art Director: Conor Marron
Producer: Sinead Farrelly
Producer: Alex Cullen
Head of Production: Derek Doyle
Executive Relationship Director: Caroline Keogh
Senior Account Manager: Jessica Stokes
Account Manager: Sára Benko
Account Executive: Ben White
Strategic Planning Director: Tara Finnegan
Designer: Maxi McDonnell/Ruby Valdez
Production:
Director: Ben Liam Jones
Executive Producer: Andrew Freedman
Producer: Grainne Tiernan
Production Manager: Paula Stewart
Production Coordinator: Kate Gurren
Location Manager: Donnacha Brady
1st Assistant Director: Glenn Delaney
Director of Photography: Nick Morris
Key Grip: Stephen O’Brien
Gaffer: Stephen McCarthy
Sound Recordist: Matt Thomson
Production Designer: Joe Fallover
Stylist: Sarah Flanagan
Hair & Makeup Artist: Kellie Fitzgibbon
Stunt Coordinator: Norman Kell
Sound Design: Raygun
Music: Denis Kilty
Post Production Supervision: Penco Post.
Editorial: Ten Three Post Production.
Grade: Company 3.
VFX: Screen Scene.
Client: An Post
Head of Brand: PJ Brigdale
Marketing Communications and Content Lead: Joanne Farnon
Brand Communications and Sponsorship Manager: Mags O’Reilly
