As we all remain physically separated from many friends and family, the brilliant postal service is still running, delivering presents, edible treats and letters alike. At a time when we are physically separated, the beauty of a handwritten card is in sharp focus. 

Papier’s first TV ad wants to remind people of the power of putting pen to paper, particularly during a time when we are all experiencing a degree of screen fatigue. Created by And Rising, the campaign aims to capture what the brand calls  ‘Positive Post’, which refers to people embracing a return to more analogue ways of communicating with their loved ones.

As a DTC brand, Papier has seen a significant increase in demand over the past month, from greeting cards to writing paper, as its personalised offering and premium design appeals to those wanting to send something thoughtful and bespoke.

The campaign is a brilliant example of how constraint can drive creativity. And Rising created the brand’s first ever TV campaign in just three weeks while under lockdown. The campaign aims to highlight the power of analogue connection. The ad captures the sound and experience of pen on paper, while it was shot in director Aidan Gibbons’ home with his family as the cast.

As lockdown extends, people are continually looking for ways to connect with friends and family that perhaps isn’t on their tenth Zoom quiz of the week. The kind of connection that doesn’t exist on screens. Papier demonstrates how the simple act of putting pen to paper, of sealing an envelope and sticking on a stamp, can carry so much love and care for the person on the receiving end.