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Creative

MRM//McCann and USPS Flip Unboxing Videos to Celebrate the Season of Giving

YouTube campaign highlights Priority Mail Boxes with 'Boxing Before Unboxing'

MRM//McCann and USPS Flip Unboxing Videos to Celebrate the Season of Giving

Whether they’re unveiling the latest tech, an assortment of cosmetics or some new toys, there’s something about watching people open up packages online that has struck a cultural nerve. There’s no question that unboxing videos are definitely a major trend — they routinely take up the top 10 spots on YouTube watch lists, and have the highest views during the holiday season. But what comes before the unboxing? The box. And what comes before the box? The act of giving.

That’s the idea behind 'Boxing Before Unboxing', a new YouTube campaign by MRM//McCann for the United States Postal Service. Designed to disrupt the unboxing genre while highlighting the USPS Priority Mail boxes for the holiday shipping season, the 15-second video shows an unboxing video in quick rewind. You see all of the action in reverse until the very beginning, where all that was unboxed ends up boxed inside a USPS Priority Mail box. It is a simple and surprising reminder to viewers that they can count on USPS for giving and receiving during the holidays. 'Boxing Before Unboxing' will play as pre-roll before existing unboxing videos, creative placement that leverages the cultural equity of the unboxing trend.

'Boxing Before Unboxing' ties into the broader holiday campaign launched earlier this year, which focuses on the many ways the USPS truly does go the extra mile to ensure that everyone’s holiday deliveries make it to their recipients on time. The video will run from Dec. 2nd – 20th as part of the overall USPS holiday campaign.

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Agency
MRM//McCann

EVP Chief Creative Officer: Sung Chang

SVP Group Creative Director: Daniel Carlsson

SVP Group Creative Director: Tony Jones

Associate Creative Director: Jonathan Springer

Associate Creative Director: Erick Stossel

Copywriter: Kara Gonchar

Associate Art Director: Yugendu Vyas

SVP Group Account Director: Tina Braun

VP Account Director: Chris Saccone

Account Executive: Renée Wool

Project Manager: Arnaldo Serrano

Senior Broadcast Producer: Sam Milgrim

Associate Director of Strategy: Nikki Siegel

Senior Strategist: Varun Jain

Universal McCann (UM)

SVP Group Partner, Portfolio Management: Lisa Catucci

Partner, Integrated Investment: Rich Lee

Senior Manager, Integrated Investment: John Miller

Manager, Integrated Investment: Michelle Goldrich

Manager, Portfolio Management: Amanda Epstein