Long seen as an outdated institution mainly known for posting letters, Ghana Post was losing ground to private couriers seen as more modern — even as the Government of Ghana mandated it to lead something far bigger: the country’s first National Digital Property Addressing System, replacing a system where directions relied on landmarks that could simply disappear.
The insight was almost embarrassingly simple once someone said it out loud: Ghanaians already knew exactly what this problem felt like, because it was a version of a childhood game — Jack, Where Are You? The film dramatizes the everyday version: a delivery relying on “the house near the blue kiosk,” rendered useless the moment someone moves the kiosk. No lecture about infrastructure, no app walkthrough — just the specific, familiar chaos of trying to find someone whose address was never really an address at all.
My Role
- Video Editor
Credits
- Agency — Insel / Vizeum Ghana
- Client — Ghana Post / Ghana Post GPS
Launched alongside the app itself in October 2017, the campaign ran as a full 360 rollout — TV, radio, billboards, and a coordinated push with the country’s most popular morning shows — built to surface the problem first and the solution second, rather than opening with a pitch nobody had asked for.
“Jack, Where Are You?” won Gold at the 2018 Pitcher Awards, part of a night that also brought home the Grand Prix for Integrated Campaigns and Agency of the Year. More than that: GhanaPostGPS went on to become genuine national infrastructure — now a mandatory requirement for Ghana’s National ID card, and as recently as late 2025, the foundation for Mijo, a new government-backed delivery and ride-hailing platform built directly on top of the addressing system this campaign introduced.