MRM//McCann and USPS Flip Unboxing Videos to Celebrate the Season of Giving
Whether they’re unveiling the latest tech, an assortment of cosmetics or some new toys, there’s something about watching people open up packages online that has struck a cultural nerve. There’s no question that unboxing videos are definitely a major trend — they routinely take up the top 10 spots on YouTube watch lists, and have the highest views during the holiday season. But what comes before the unboxing? The box. And what comes before the box? The act of giving.
That’s the idea behind 'Boxing Before Unboxing', a new YouTube campaign by MRM//McCann for the United States Postal Service. Designed to disrupt the unboxing genre while highlighting the USPS Priority Mail boxes for the holiday shipping season, the 15-second video shows an unboxing video in quick rewind. You see all of the action in reverse until the very beginning, where all that was unboxed ends up boxed inside a USPS Priority Mail box. It is a simple and surprising reminder to viewers that they can count on USPS for giving and receiving during the holidays. 'Boxing Before Unboxing' will play as pre-roll before existing unboxing videos, creative placement that leverages the cultural equity of the unboxing trend.
'Boxing Before Unboxing' ties into the broader holiday campaign launched earlier this year, which focuses on the many ways the USPS truly does go the extra mile to ensure that everyone’s holiday deliveries make it to their recipients on time. The video will run from Dec. 2nd – 20th as part of the overall USPS holiday campaign.
EVP Chief Creative Officer: Sung Chang
SVP Group Creative Director: Daniel Carlsson
SVP Group Creative Director: Tony Jones
Associate Creative Director: Jonathan Springer
Associate Creative Director: Erick Stossel
Copywriter: Kara Gonchar
Associate Art Director: Yugendu Vyas
SVP Group Account Director: Tina Braun
VP Account Director: Chris Saccone
Account Executive: Renée Wool
Project Manager: Arnaldo Serrano
Senior Broadcast Producer: Sam Milgrim
Associate Director of Strategy: Nikki Siegel
Senior Strategist: Varun Jain
Universal McCann (UM)
SVP Group Partner, Portfolio Management: Lisa Catucci
Partner, Integrated Investment: Rich Lee
Senior Manager, Integrated Investment: John Miller
Manager, Integrated Investment: Michelle Goldrich
Manager, Portfolio Management: Amanda Epstein