Australia Post // symbolism at its best.

These print adverts are certainly not new (they were live in 2007), however, show a charming and clever use of symbolism to create an emotional resonation with their audience. The headline for these ads, "If you really want to touch someone, send them a letter."

     

The challenge of promoting written letters in the current media landscape we would anticipate to be even greater. It would be generation-dependent and yet the principles of emotive messaging would be the same. There remains no written communication more personal than a hand-written letter. Although I'm sure Skype would have a few things to say about being close and personal with the ones you love.

The ambient ad below is a nice example of Australia Post's attempt to modernise into the contemporary advertising environment, while the message of personalisation remains at the core.