Cannes Lions

Protest Stamps

SHACKLETON, PART OF ACCENTURE INTERACTIVE, Madrid / CORREOS / 2020

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Overview

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Credits

Overview

Background

In December of 2019, Madrid hosted the International Climate Change Summit. Coinciding with the event, Correos, the Spanish mail service, wanted to help broadcast the message of climate change responsibility and awareness.

Idea

After gathering hundreds of protest signs seen in streets all over the world at the famous demonstrations against climate change, we selected 10.

And we sent them out all over the world, so that their messages could reach even further, in an unpredictable format:

Postage stamps

Protest stamps is a special edition of legal stamps; 10 stamps that are actually miniature anti-climate change signs, now travelling on any postcard, letter or communication in a totally legal and official way.

Strategy

Our audience, especially young people, is taking to the streets to cry out to the world: we have to stop climate change, and we can only do it together.

They have organized, abandoning high schools and universities on a massive scale every week to send that message to all of society, especially government institutions.

Correos is an old brand that had never connected with young people before. Today’s new home delivery companies are more modern, and have fresher and more contemporary images.

In order for them to connect with the brand, the strategy was simple: listen to them, give them a voice, and help amplify their messages by giving their protest an official space, and supporting them with facts. This is why we launched the first collection of legal stamps based on the messages found on actual signs seen at climate change protests held around the world.

Execution

In December of 2019, Madrid hosted the International Climate Change Summit. Coinciding with the event, Correos, the Spanish mail service, wanted to help broadcast the message of climate change responsibility and awareness.

AND IF THERE IS ANYTHING THAT TRAVELS AROUND THE WORLD, IT IS STAMPS.

This is how "Protest Stamps" were born, a legal tender collection that, instead of featuring the usual institutional commemorations, conveyed the indignation and shouts for a future of a whole generation.

Ten real messages on placards seen at anti-climate change demonstrations around the world were transferred to thousands of stamps now travelling all over the planet. Some of the chosen messages were: “There is No Planet B”, “Save Earth” or “Act Now or Swim Later”.

Outcome

- In the media the campaign appeared more than 60 times, with the action grabbing headlines and being covered by some of the country's main newspapers: El País, ABC, El Español, etc.

- The initiative reached more than 2 million users.

- On social media very positive reactions were generated: 9.62/10

- As for sales, as soon as the stamps went on sale the 8000 units sold out.

- We managed to impact our key target with a very high level of engagement and at a cost of just 2 Euro cents/user.

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