To answer the letters that Santa can’t, we built USPS Operation Santa. From the ground up, we constructed an elegant process to sort, collect, open, categorize, redact and digitize tens of thousands of letters in a three-week window leading up to Christmas. According to our client, never before has one program integrated the mailing, shipping, retail, digital and security departments of the massive USPS organization like this.

It was no easy feat, but the result is a wondrous application of the USPS brand and infrastructure. We created a new way for people to give directly to children, with zero dollars wasted on administration or board salaries (like other charities).

PRESERVING

THE MAGIC

Each letter gave us what we need to turn anyone into Santa. We had addresses, names, wishes, sometimes mentions of siblings and more. Last names and addresses were encrypted, so that both writers and senders remained anonymous. With each delivery, more kids—and parents—believe in the magic of the season.

EVER EVOLVING TO

BETTER SERVE THE CAUSE

As the program continues to expand to collect more letters and grant more wishes, we have continuously improved the product itself. Overwhelming demand from companies (dentist offices, law offices, etc.) who want to adopt and send gifts by the dozen, we created a new “Adopt as a Teams” functionality. We developed a design guide including language for our bespoke animated hero “Holly the Postal Elf,” to keep messaging clear, concise and friendly across touchpoints.

EACH YEAR

IN REVIEW

The program continues to address the needs of children — and the needs of who want to make a difference for children. The press, celebrities and culture have made it an annual Holiday tradition to read from and engage with our letters. Whether hurricanes, wildfires, pandemics or whatever the year may bring, these letters are a window into America’s hurt & hopefulness, while those who adopt them give us hope for the nation.

LONG AFTER I’M GONE

As of Christmas 2022, nearly 110,000 wishes have been granted. But the best part is, the count will not stop. This platform, after four years of optimization, is now self-running and self-sustaining. It will continue as long as kids believe enough to write to Santa.

AWARDS & RECOGNITION

Cannes Lions: Titanium Finalist, Bronze in Data, shortlists in Brand Activation and PR — One Show: 2 Gold in PR and Use of Social, silver in Digital Innovation, merit in Effectiveness — Webbys: Winner in Corporate Social Responsibility, 2 honorees in PR and Advertising — NY Festivals : 2 Bronze — Clios: 2 Bronze in PR — Effies: Finalist in Positive Change – Epica: Bronze in Public Image — Echos: Gold in Social Good, silver in Consumer Services

SO MANY

STORIES TO TELL

Filmmaker Dana Nachman (Batkid and Pick of the Litter) and executive producers Chris Karpenko (USPS Client) and Brendan Gaul (UM Studios) followed some of the stories behind the letters we received. As a Production Executive, my team and I provided the filmmakers with letters, stories and connections from our experience building and running the program—all while actively running the program during the holidays.

The film’s success lead to a new series of episodes on ABC, Disney and Hulu, just in time for the 2022 Holidays.

AWARDS & RECOGNITION

TribecaX Film Festival 2021 - Winner Best Feature Film — Telly Awards - 2 Gold in Branded Content, 1 People’s Telly, 5 Silver —New York Festivals 2 Gold and 1 Silver in Social Good, Branded, Community Portraits  — Campaign US Brand Film Awards 2021 - Winner Not For Profit  — One Show 2021 - Shortlist, Creative Effectiveness - Consumer Brand — Rotten Tomatoes - 92% Fresh

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SERVICE

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