Royal Mail Is Walking on Air in Carbon Conscious Spot from AMV BBDO

Today, Sky Media announces that the Sky Zero Footprint Fund finalist, Royal Mail, will unveil its ‘Footprints’ advertising campaign - encouraging UK consumers to send their parcels greener. 

Using the £250,000 media value that Royal Mail won from the Sky Zero Footprint Fund in 2022, its TV campaign will run from 27th February until 27th March 2023 on Linear and VOD platforms, with a mix of channels and programming across Sky Media’s portfolio. 

The brand’s 30” TV creative was unveiled for the first time to the panel of judges at the Sky Zero Footprint Fund Showcase event on 7 December 2022, where it was highly commended for its premium production values and the campaign’s potential impact on UK consumers and the wider delivery industry.  

Sonia Sudhakar, managing director, marketing and digital at Royal Mail, said that the business is “committed to raising awareness about the real carbon impact of our parcel deliveries. Now, with the help of the Sky Zero Footprint Fund and AMV BBDO, we’ll campaign for our entire industry to do the same, thereby empowering customers to help tackle climate change – today!” 

Sam Williams, head of strategy at AMV BBDO, added: “Over 4.2 billion parcels are sent in the UK every year, but we rarely ever stop to think about the impact on the environment of the things we send. The campaign seeks to wake us up to this reality by dramatising one of the key differentiators for Royal Mail, the fact that the 2/3 of their parcels are delivered on foot, this enables them to have a dramatically ‘lighter’ carbon footprint than the competition. It brings this truth to life through the medium of dance; a mesmerising urban ballet. And then it ends with a very clear call to action to send it greener.” 

During production, creative agency AMV BBDO and Royal Mail worked with production house, Thirty-Two and Anonymous Content, to adopt more sustainable production decisions and practices. This included minimising travel (within M25), minimising large-scale art production and post-production, and signing up to Ad Green to calculate and monitor the carbon impact of the production. 

Here are some insights that informed Royal Mail’s campaign and creative execution: 

1. 70% of consumers would choose a more sustainable delivery option. IMRG Consumer Home Delivery Review 2021 

2. 40% of consumers would be willing to pay more for a sustainable delivery option IMRG Consumer Home Delivery Review 2021 

3. 2/3 of Royal Mail’s parcels are delivered on foot or by park and loop (by 90,000 posties who walk over a billion steps a day), which  allows them to maintain a carbon footprint that’s less than half of their competitors.