Love Letters by UPS
Shubhangi Sengupta
Brief: Create a campaign that fosters diversity as well as elements of pop culture.
To most consumers, UPS feels interchangeable to USPS and Fedex.
Despite having such a strong identity, they present themselves as “just another packaging/shipping brand”
There is potential for more: a social campaign that appeals to the heart. This campaign celebrates that human connection through powerful storytelling.
How can UPS become more than 'just another mail service', how can they be wholesome and embrace diversity?
Objective.
The overall tagline for this campaign.
Why Love Letters?
"The love letter can be letters to lovers, letters to the dead, letters unsent, unrequited to infatuated- a form of correspondence with no modern equivalent."
Declarations of love over paper have a sense of permanence, expresses lasting sentiments and is a tangible remnant of your love.
Objective
This integrated campaign celebrates romantic love in all its beautiful diversity. We showcase star-crossed lovers, forbidden flames, and everyday couples – a powerful message of acceptance and inclusivity. The call to action is a wholesome way to encourage people to write letters of love. UPS is here to help you connect with those who hold your heart, no matter the distance or circumstance.
Research Sources
•Beethoven’s letters to his secret lover, “My Immortal Beloved”
•Oscar Wilde’s secret love letters to his lover, Lord Alfred
•The New Lover’s Instructor: a letter writing manual from the 18th century to teach people in courtship how to write letters using epistolary examples.
The New Lover's Instructor
Campaign Phase 1: Love Found
Mockup of historical love letters pulled from archives displayed around the city, to add joy and elements of love to strangers day, and also to hint at UPS upcoming campaign about encouraging people to write more love letters.
Mockup of how letters would be displayed around the city.
Series of posters featuring excerpts of love letters between couples. Each envelope in the poster series heroes a specific item that is important to the couple, and the copy is a 18th-century style-esque romantic love confession. The tagline is "Your love should never be lost", and UPS's key message "You love. We deliver"
Mockup of another poster, featuring the item in the love letter as "pressed flowers" and a copy that accompanies it.
Phase 3: The love is on us.
• UPS is handing out one postage-paid postcard to every household across America. This promotional offer is to encourage people to write to the ones they love.
• Each postcard’s artwork would be inspired from iconic romance movies, and the ads would feature grand confessions of love from these movies.
Advertisement for the Love is on Us campaign.
Series of free postcards sent out by UPS, in order to encourage more love letters being written. The artwork of each postcard represents a motif from a romantic movie, such as Tulips from Fault in our Stars by John Green.
The advertisements for their Love is on us campaign featuring artwork of "Brokeback Mountain", and the quote is featured from the movie.
Example of postcard artwork inspired from 'Love Actually'. The actual postcards given out to customers would feature the artwork without the text.
Phase 4: Store Experience
At UPS Stores across the country, historically iconic and popular love letters could be displayed available to read while customers wait in line to drop off or pick up packages. The prompt is to pick an envelope and discover lost love over centuries. It provides a positive, romantic aspect to the customers day.
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Posted Dec 23, 2023
UPS is more than just delivering boxes. This campaign celebrates human connection through powerful storytelling.
