Royal Mail’s poetic ode to posties

Royal Mail posties are far more than mere delivery drivers. Up and down the UK, they tend to the same routes day after day, rain or shine, and are vital, valued, and trusted members of their communities. 

Developed by AMV BBDO and directed by Tom Green through Stink, this beautifully-executed campaign for the British postal service, titledIn Good Hands, recognises this important role postal workers play.  

The first ad focuses on posties’ hands, showcasing the warmth and humanity of their relationship with customers throughout the changing seasons, set to a specially-commissioned poem by TS Eliot Prize-winning poet, Roger Robinson, read by actor Sope Dirisu. 

The second ad follows a similar visual format, while spotlighting new innovations, such as the free Parcel Collect service and new-and-improved Royal Mail app.