The client is a theatre production company that specialises in bringing plays from other cultures to English audiences, often for the first-time. Their upcoming production is an Indian play called “The Post Office”. It’s about an Indian boy named Amal who is sick and dying but is as full of curiosity as any 10-year-old boy. He wants nothing more than to explore the world around him but because he cannot leave the house, he spends his day at the window talking to passersby. Our job was to make people curious about this play, and get sponsors to help with funding.

Letters transport our thoughts and ideas to others, allowing us to communicate across time and space. This insight made us realise that a postage stamp is the perfect canvas for promoting this new Canadian adaptation of a classic Indian play because it evokes the imagery of the play, and because the design and illustration of a stamp tells its country of origin.

Though the show doesn’t start until May, there has been a groundswell of support from funders and theatre audiences alike. All five of Canada’s big banks, and all three levels of government, have thrown their financial support behind the show. And for the first-time ever, the Indo-Canadian press and media have bought out entire shows to promote the play to their audiences! Thanks to all of the additional support from the campaign, “The Post Office” anticipates a packed theatre and sold-out shows.