Short delivery deadlines are amongst the main drivers for online shopping, which leads us to a society that buys more online, more frequently, and expects shorter delivery times.

The issue comes when consumers don’t realize the consequences of these urgent deliveries. The difference of loading full trucks in terms of emissions is huge, as it allows for more efficient deliveries.

Correos faces the challenge of meeting commercial objectives, where consumers demand urgent deliveries, and brand objectives, where social responsibility forces a change of behavior to reduce emissions.

As opposed to its category, where urgent and express deliveries are the rallying cries, Correos redefined the shipment category by educating consumers to be more aware of their choices and their impact.

Between Black Friday and Christmas 100 million parcels are expected to be sent.

Many will be express shipments when there's no real hurry, and there are more sustainable options.

A black and white world, but modern. Mobile phones are the new leaders, and haste accompanies us wherever we go. The counterpoint is represented by a majestic white horse that helps us to highlight the serenity as opposed to rush; the pause opposed to urgency of the other elements and people that fill the rest of the piece.

The camera feels agitated wherever the humans appear, while on the horse, it is rubbed off on the same spirit of the animal. It breathes calm. Playing with different speeds that oscillate between 33fps, 50fps and 100fps, depending on the sequences and editing.

We try to photograph and find the balance between today's society and harmony. By looking so eagerly to the future, we can lose the present. This is why we have to feel and transmit with the cinematography the pull on the reins, so that we stop… and look around.

The campaign reached in just over a month more than 13M people, with almost 2M visualizations of the ad. The campaign had more than 5M impacts in its own media (web, app and post offices, etc.) The conversation also reached 62 media outlets that talked about the campaign, impacting more than 9M people with a value of +600k eur.

More importantly, the selection of responsible shipments options increased by 60k during Black Friday week (compared to the year before).