From the heart

September 2012
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PostNL – the Dutch Postal Service - has been delivering emotions for many years. On (the name means ‘from the heart’) we collect emotions and feelings people are sharing through social media, using a smart language filter. All these messages are divided into categories, and this makes it possible, for the first time in the Netherlands, to see how people are feeling in real time.

Whenever a message touches a nerve, people can respond by posting a heart sign or a response. This makes the best messages of every day come floating to the top. During the campaign, the best message of the day received a surprise batch of real mail: all the responses were copied onto real postcards, which were delivered in person by the Twitterer of the Year, Dutch celebrity Nicolette van Dam.

Advertising Agency: Greenberry, Utrecht, The Netherlands
Creative Director: Alain Dujardin
Art Director: Kjeld Meijer
Copywriter: Alain Dujardin
Strategy Director: Jan-Willem van Beek
Creative Technology Director: Bas van Bokhorst
Flash Development: Stijn De Ryck
Client Services Director: Michael de Kruijf

Comments (2)

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kleenex's picture
42392 Activity Scores

Nice idea, but did the people getting those post cards send out more snail mail???