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Australia Post's Disguise Packaging Will Keep Loved Ones Guessing This Christmas

Y&R Australia , 10 months ago

New product range from GPY&R Melbourne lets you keep your presents a surprise

Australia Post's Disguise Packaging Will Keep Loved Ones Guessing This Christmas

This Christmas Australia Post will deliver millions of presents to Australians and expect more presents from online shoppers than ever before. So to make online shopping more fun and keep the surprise alive they have created ‘Disguise Packaging’.

Disguise Packaging is an entirely new product range, created to keep your present a surprise and your loved ones guessing until Christmas morning. The range of unique gift boxes and wrapping kits allow your gift to be wrapped and distributed anywhere in the world.  Disguise Packaging is now available through Australia Post and participating online shopping partners.

A range of delivery options has been created to keep even the most committed surprise spoiler off the scent, including 24/7 parcel lockers, Post Office pick up’s and even purchase through Visa Load and Go cards.


An integrated campaign has been created to support the new products, showing all of the best ways to keep family and friends guessing until the moment they open their present. The campaign includes press, outdoor, digital, POS and social. As part of this consumers can share their own disguised presents through a social media competition for the chance to win various prizes.

As part of the campaign, Australia Post is also trialing some new innovations including a Pop-up shop concept in selected outlets and a Gift Card Shazam trial at sites across Melbourne and Brisbane.

Says Chantelle Lane, Head of Brand and Marketing Communications at Australia Post, “This campaign reinforces the crucial role Australia Post has to play in supporting the growth of e-commerce in Australia. As shopping habits evolve, so too must our product range and with 24/7 Parcel Lockers, Post Office collection services and our newly-created range of Disguise Packaging, we want to demonstrate to consumers that we have everything they’ll need to make this the most surprising and magical Christmas ever”.

Julian Bell, managing partner at GPY&R Melbourne describes the campaign as, "A fantastic way for a well-loved brand to showcase their role at Christmas time. The Disguise Packaging in particular is bound to put a lot of genuine smiles on Australians' faces come Christmas morning”.


Creative Agency

Chief Creative Officer: Ben Coulson

Creative Director: Jake Barrow

Copywriter: Ellen Fromm

Art Director: Isabella Caruso

Digital Producer: (Exec) Nadia Samat

Account Director: Cathryn Reed

Producer: Pip Heming

Managing Partner: Julian Bell

Creative Agency: GPY&R Melbourne

Senior Planner: Alex Horner

Production Manager: Gerry Matthee

Category: Business and services , Mailing

Genre: Digital