We launched "POST FOR A DIFFERENT COUNTRY" for our pioneer client, Pakistan Post.

The campaign name offers a dual connotation. Firstly, the word “Post” is used as verb to urge the audience to get back to posting. On the other hand, the word “Post” is attributed to our client which is evolving and changing all the while remaining committed to keeping the country in communication with its institutions, individuals, and timeless inspirations. 

The central idea is to persuade our audience to the practice the forgotten art of writing letters and posting them. Furthermore, we aim to portray Pakistan Post's legacy in its true colours thereby reconnecting our audience with an institution that is intertwined with their history and heritage.

Our campaign for our client, Pakistan Post, is wrapped around the central aesthetic of “old is gold and new is bold”. With Post for a different country, we take our audience on a journey of time. On this journey, they are reminded of the significance that Pakistan Post holds as an institution that has relentlessly served the country and its citizens. Our audience is also introduced to the new era of Pakistan Post as it leaps towards the digital world.

This dual strategy was devised to address the persisting challenge that our client faced. In the age of instant communication our client was operating as a detached and disconnected organization, this led to a general unawareness about Pakistan Post’s services and credentials.

Since our audience also includes employees of Pakistan Post, we at Papyrus are dedicated to carrying out internal PR for our client whereby we boost the morale of the dedicated postmen who have served families and other insitutions within their country in quiet and understated ways.

At Papyrus Communications, we are acutely aware that Pakistan Post is fast adapting to the digital world. In our campaign, we highlight the new face of our client by providing coverage to its newly digitized offices and services. To increase the organization’s web presence we designed a digital archive that comprises of maps, timelines and stamp collections. Social media videos and online photo gallery has also been created to appease to the online community, this content is easily shareable and is a display of the new face of Pakistan Post.