Canada Post created a distinctive and memorable direct mail piece as part of its “Shed a Light” campaign, aimed at educating U.S. advertising agencies on the value of including Canada in their clients’ marketing strategies. The campaign highlighted the untapped potential and profitability of the Canadian market. The mailer arrived in a beautifully crafted wooden box, engraved with the message: “Shed Light on a Bright International Market.” Sliding open the lid revealed a miniature flashlight—symbolizing the campaign’s theme of illumination—along with a compelling introduction to the Canadian advertising landscape. Beneath the top layer, recipients discovered additional literature packed with insights, statistics, and persuasive arguments for expanding campaigns north of the border. As an added incentive, the package also included details on how to win a trip to several exciting destinations across Canada, making the experience both informative and enticing.








