It’s so green, it can’t be seen.

That’s the creative approach Canada Post is taking to demonstrate its net-zero commitments, with a spot showing transparent boxes gliding along highways and roads, a visual metaphor for the claim that the postal service’s vehicles are traveling lighter.

Starting this week, Canada Post domestic shipments will be carbon-neutral through the purchase of carbon offsets. To illustrate this change that would otherwise go unseen, the “Lighter on the Earth” spot contains no delivery trucks, only suspended boxes silently maneuvering through pristine landscapes, with a shipping label being the only indication that viewers are looking at a package.

The accompanying voiceover explains that Canada Post’s new commitment means that more than 200 million packages a year will be delivered with less of an impact to the environment.

“As one of Canada’s largest corporations, people are looking to Canada Post to take meaningful action on the environment,” says Danielle Doiron, general manager of marketing at Canada Post. “We know that delivering for Canadians is about more than delivering packages.”

“These ethereal boxes felt like the perfect way to visualize how much lighter an impact on the land carbon neutral shipping will have,” says Justin Roth, ECD at The&Partnership, the agency that created the work.

Whether it’s a government organization or consumer-facing brand, Roth says the approach the shop takes is the same: it all starts with the most interesting way to bring a truth to life. “We wanted to make sure we were doing something special for this,” Roth says. “Obviously they are very proud of this [environmental] initiative.”

In addition to carbon neutrality on locally delivered parcels, Canada Post plans to electrify 50% of its fleet of 14,000 vehicles by 2030 and 100% its fleet by 2040, as well as make all of its operations net-zero by 2050. Last summer, Canada Post also opened a parcel sorting centre in Toronto complete with high efficiency lighting, solar rooftop panels and occupancy censors, the organization’s first zero-carbon building and the largest industrial project in Canada with the Zero Carbon Building Standard designation.

The creative was shot by Indigenous director Shaunoh of Circle Productions. The shoot kept with Canada Post’s environmental commitment by being respectful to the land and utilizing sustainable practices on the shoot.

The&Parntership’s strategy director Erika Maginn says that, since winning the Canada Post remit in 2019, it and the Crown Corp have evolved its message to be both a more purposeful and more emotive way of talking about what they do. She tells strategy it is bringing Canada Post’s larger purpose to life by embracing the idea that “we are here to serve Canadians” and doing it in a forward, progressive, and modern way.

The campaign runs through June as TV and online video, as well as on social and digital. It is a broad approach for an organization that is meant to reach every Canadian. Touché ishandling the media buy. Married to Giants did the editing.