Royal Mail's new campaign features an award-winning poet recognising the important role of posties

Royal Mail's new campaign features an award-winning poet recognising the important role of posties

Royal Mail has unveiled “In Good Hands”.

It celebrates the hardworking people we know and love who deliver our parcels - the posties - and the role that the company’s new innovations play in their hands.

Developed by AMV BBDO, the campaign launches at one of Royal Mail’s busiest times of the year, with around double the number of parcels and stamped letters sent over the festive period compared to usual. The campaign recognises the important role its postal workers play during the festive season while spotlighting new innovations, such as the free Parcel Collect service and new-and-improved Royal Mail app, which keeps customers connected more seamlessly, door-to-door, all year-round.

Set to a specially commissioned poem by the TS Eliot Prize-winning poet, Roger Robinson, the first ad focuses on posties’ hands, showcasing the warmth and humanity of their relationship with customers. 

Read by actor Sope Dirisu, the poem guides viewers through a journey featuring various hands, both those of real staff and actors, over the year, showing the changing of the seasons and the rhythm of life.

Directed by Tom Green through Stink Films, the 30 and 60-second versions will run on digital, social and video-on-demand platforms. As part of this campaign, a 30-second film introduces the free Parcel Collect services, complemented by a full suite of social and digital ads across platforms.

AMV BBDO creative partner Tim Riley says, “Posties are unique to Royal Mail. Unlike the other courier companies that just have a man in a van, posties are on your street, on foot, every day.They’re a treasured part of the community and part of the fabric of Britain itself. We wanted to recognise them, and a poem seemed a fitting way to do that. Particularly since there’s a historical precedent with this brand – the famous Night Mail poem written by WH Auden in 1936”.


Client: Royal Mail
Brand: Royal Mail
Campaign title: In Good Hands
Client name: Royal Mail
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Diccon Driver, Alan Wilson
Creative Team: Tim Riley, Diccon Driver, Alan Wilson and Ant Eagle
Agency Planning Team: Sam Williams, Maddie Burnell
Agency Account Team: Jamie Pettigrew, Phoebe Selby
Agency Producer: Phil Harris
Agency Assistant Producer: Meg Everett
Agency Designer: Ian Mills
Media Agency: 7 Stars
Production Company: Stink Films
Director: Tom Green
Production Co. Producer: Jacob Swan Hyam , Jon Chads and Andrew Levene
Post-production Company: Time Based Arts
Sound studio: Factory
Photographer: Nick Dolding
Stills Production Company: Horton Stephens

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