A hilarious ad from Australia Post entitled “Declare Independence” is targeting young adults to promote its Keypass Proof of Age card and Load&Go Reloadable Visa Prepaid card. Created by GPY&R Melbourne and directed by Plaza Films’ Paul Middleditch, campaign aims to help make the transition to independence easier for teenagers and their parents.
Australia Post Marketing and Communications Manager Megan Hair stated that it is the first time they have targeted the youth segment. They hope that this campaign will appeal not only to youth, but also to parents. The campaign will run across TV, social, digital and in-store promotions.
http://www.youtube.com/watch?feature=player_embedded&v=O1dFmMqz9Zg