Strategy & Innovation



Axis helped Nickelodeon make a splash with SpongeBob MailPants.


The Project

What better cartoon icon to take shape of a square-bottomed mailbox, than SpongeBob SquarePants himself?  Axis recently partnered with Nickelodeon and the USPS to bring their vision of "SpongeBob MailPants" to life.  The program was created to teach kids the fun of letter writing as well as sending and receiving mail. Axis helped fully decal 30 USPS mailboxes to be placed in 13 cities nationwide and draw attention to the initiative.  Limited edition, postage-paid SpongeBob postcards were also available at more than 25,000 Post Office locations.

The Challenge

Finding the right partner to decal the mailboxes was our most difficult challenge.  The mailboxes needed to stand up to the elements during cold winters in major cities like New York and Chicago.

SPongebob Mailpants Decal  Axis Promotions NIckelodeon SpongeBob MailPants USPS

The Result

#SBMailpants quickly went viral on social networks and was such a success that the program end date was extended from January 4, 2014 to June 2014!