Canada Post found a striking visual metaphor for its carbon-neutral ground deliveries

A series of ethereal, transparent boxes traverse the nation in new spot from The&Partnership

Published On
May 12, 2023
A transparent box traveling down a highway

Editor's Pick

Environmental metaphors are often heavy handed, but here’s one that’s light on its feet—a campaign from The&Partnership for Canada Post that promotes the company’s new carbon-neutral ground deliveries by reimagining delivery trucks as a series of transparent boxes moving through the world.

Shipping labels are the only hint that these are deliveries, and they nicely dimensionalize the visuals as well. The voiceover explains that more than 200 million packages a year will now be travelling lighter.


The campaign is themed “For the Greener Good” and highlights Crown Corporation’s commitment to offsetting all carbon emissions resulting from ground delivery. The company is aiming for net-zero greenhouse gas emissions by 2050.

The production itself held itself to similar standards. Sustainable practices on the five-day shoot included prioritizing natural light where possible, turning off generators when not in use, and using rechargeable batteries. The spot was shot by Yukon-based Indigenous director Shaunoh of Circle Productions. (Canada Post is prioritizing Indigenous-owned or led nature-based carbon offset projects.)

"Because this is such a huge initiative from Canada Post, we wanted to create something just as big and wondrous to bring it to life,” said Justin Roth, executive creative director at The&Partnership. “These ethereal boxes felt like the perfect way to visualize how much lighter an impact on the land carbon neutral shipping will have."

“In addition to the package's journey, the spot also shares a beautiful story about shared humanity,” said Shaunoh, the director. “As we see Canadians living their everyday lives, we’re reminded of the influence we all have on our land and one another.”

“As one of Canada’s largest corporations, people are looking to Canada Post to take meaningful action on the environment,” said Danielle Doiron, general manager of marketing at Canada Post. “We know that delivering for Canadians is about more than delivering packages. It’s also about delivering a greener future for us all.”


May 12, 2023
Client :
Canada Post
Agency :
General Manager Marketing :
Danielle Doiron
Director Advertising :
Jennifer Justin
Director Advertising :
Mamta Dogra
Advertising Manager :
Derek Welosky
President :
Andre Louis
Executive Creative Director :
Justin Roth
Strategy Director :
Erika Maginn
Senior Strategist :
Matt Nolson
Creative Director :
Nabil Rachid
Copywriter :
Jane Murray
Senior Art Director :
Duncan Porter
Integrated Business Lead :
Sophie Mair
Group Account Director :
Ashleigh McEwan
Account Director :
Jenna Huckle
Account Supervisor :
Marwa Eid
Account Coordinator :
Melissa Ronson
Head of Production :
Jacqueline Bellmore
Producer :
David Smith
French Agency :
Tank Worldwide
VP Client Services :
Lyne Mongrain
Account Director :
Anne-Louise Bélanger
Copywriter :
Benoît Losier
Producer :
David Smith
Video Project Manager :
David Smith
Production Company :
Circle Productions
Director :
Producer :
John Scarth
Executive Producer :
Karen Tameanco
Editor :
Ryan Hunt
Production Designer :
Rose Weir
Color Facility :
Alter Ego
Colorist :
Eric Whipp
Alter Ego
VFX Producer :
Darren Achim
Audio House :
Music Director :
Roger Leavens
Composer :
Chris Stiliadis

Need a credit fix? Contact the Creativity Editors

Project Type