Emotions can be Better Expressed by Letters

I came across a brilliant print ad today, the one you can see in this post. Can you guess the name of organization that uses this ad?

This is an advertisment by Australian post that says, "If you really want to touch someone, send a letter". This is one of the most impressive ad campaigns I have ever come across. It is a concept and execution of Saatchi & Saatchi Advertising company. 

The ad is meant for the current technology driven generation which believes in saving time and effort in every possible manner. With the advent of e-mail technology, postal services have suffered a big setback. E-mail provides convenience of time, location, cost, etc. As such, people do prefer to send e-mails than postal letters.

This campaign tries to maneuver with consumers' emotions. It emphasizes the importance of words jotted on paper which express feelings better than technology driven processes like e-mails. Letters would make you feel that the concerned person is very close to you as you could express yourself better with a hand written letter.

The ad has an important character called likeability and visibility. This ad is truly a parable of "Beauty in Simplicity".