Australia Post
Acknowledgement of Country videos can sometimes appear to be more of ‘tick a box’ than an authentic celebration and acknowledgement of First Nations people and culture. So when Australia Post came to us to create a new Acknowledgement of Country video for the organisation, we knew it was important to create something relevant and meaningful.
The brief
As one of Australia’s leading employers, and one of the most recognisable and trusted household names in the country, Australia Post recognises the significant role they play in acknowledging and celebrating First Nations Australians. From their RAP commitments, to revising their addressing
guidelines to incorporate First Nations Traditional Place names, they are going beyond just talk. Australia Post commissioned Carbon Creative to develop and produce an Acknowledgement of Country video that would be seen far and wide by all employees, clients and their many stakeholders. This was an opportunity to not just celebrate and pay respect to First Nations peoples, but to truly educate, inspire, engage and ‘involve’ the Australia Post audience.
The good
For generations, Australia Post has been helping people connect and share stories across the country. But for thousands of years, the original storytellers of this land have been First Nations people.
This Acknowledgement of Country video seeks to uniquely recognise this shared role in our history while celebrating the original storytellers of this country. Central to our visual approach was an Australia Post parcel box that transforms into a cockatoo character that brings us on a journey through land and sea country, where we meet Elders, Traditional Owners, and community as they share language, culture and tradition with us.
The impact
By creating an Acknowledgement of Country that actively involves Australia Post in a warm, celebratory and uniquely relevant way, the video is a true celebration of the world’s oldest continuous living culture that people want to watch over and over.
