An Post (Irish postal service) had a problem. Despite providing cutting edge financial, insurance and parcel products, the brand had become largely ignored and lacked relevance to younger consumers. So, in 2018 An Post began a total brand refresh. Quickly realising they needed a sponsorship asset to resonate with a younger audience, staff and retailers. An unexpected solution was found in The Irish book Awards (IBAs). Because, contrary to popular perception, books, unlike other analog media, were making a comeback. Strategic fit assured, An Post focused on reinvigorating the sponsorship platform through surprising, brave creative, and a 360 campaign to change perceptions and deliver results.