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Send a Valentine's Card with a Kiss Through Joe Public's PostNL Campaign, 3 years ago

Any letter sent with a kiss as a stamp gets delivered free of charge

Send a Valentine's Card with a Kiss Through Joe Public's PostNL Campaign

Communications agency Joe Public Amsterdam manages to pull off a world first for this year’s Valentine’s Day. All love birds in the Netherlands who want to send a valentine card to a loved one on 14 February can do so, absolutely free of charge but there is a catch, you have to swop your stamp for a lipstick kiss. 

Agency client, PostNL, has promised that all cards within the Netherlands will be delivered on Valentine’s Day provided senders kiss the corner of their envelopes or postcards and post their love letters prior to 5pm on 13 February. 

“At Joe Public we believe that great creative ideas can help grow our clients business, this creative idea was aimed at being both relevant and personal for the occasion, this was the perfect way to do it,” said Antoine Houtsma, Creative Director, Joe Public Amsterdam. 

PostNL has adapted its stamp scanning apparatus in the past few days to recognise lipstick kisses in order to make sure that all the Valentine’s Day letters will still be recognised by their system. The company “kiss tested” about 500 postcards in order to check that there would be no hiccups on the day.


Advertiser: PostNL

Creative Agency

Account Director: Susanne Opstal

Account Manager: Merel Groenenboom

Art Director: Matthijs Groos, Rikkert Boog

Copywriter: Maarten van Kempen

Creative Agency: Joe Public Amsterdam

Creative Director: Antoine Houtsma and Bart Oostindie

Strategist: Jeroen van Eck

Music and Sound

Music Production: Eren Önsoy

Production Company

DOP: Kasper de Bont

Producer: Pepijn Borgwat

Category: Mailorder , Retail and restaurants

Genre: Experiential