American Greetings - "What It Means To Love"

MullenLowe U.S.

MullenLowe U.S. Boston, Estados Unidos

Premios

11415

Marca: American Greetings
País: Estados Unidos

Anunciante: American Greetings

Título	What It Means To Love
Agencia	MullenLowe U.S.
Campaña	#GiveMeaning
Anunciante	American Greetings
Marca	American Greetings
Fecha de primera difusión/publicación	2018 / 2
Sector Empresarial	Otros
Sinopsis	Miscommunication is a real problem in almost every relationship. It’s a struggle that extends beyond genders, languages, and cultures. Being able to express what you’re feeling, what you want to say, is hard. Love is hard. But “What it Means to Love” shows that if there’s one thing that can help communicate what really matters, it’s a card. However, in today's culture, people see cards as an obligation, rather than a way to express themselves. To remind people of the power of a message, we shed light on miscommunication as a real problem cards could help solve. We casted real people in real relationships, complete with real anger, confusion and frustration. By showing real love and its struggles, we underscored the genuine importance of communicating and connecting. Explanation In this film, we go through a series of vignettes in which people struggle to communicate what they're really feeling. As miscommunication is a universal problem, we show its manifestation within a variety of relationships: a girlfriend and her boyfriend, a girlfriend and her girlfriend, a son and his elderly father, a mother and her daughter, and two young friends. As miscommunication plays out in each of these relationships, graphics appear over the footage, putting in words what someone is failing to say. It's only until the last scene where these graphics are not needed – a husband communicates exactly what he needs to say with the help of an American Greetings card. There is no struggle to find the words, they're right there on paper. Saying what he feels is what sets this relationship's vignette apart from the others. It makes all the difference.
Medio	Televisión
Duración	85 seconds
Audio Post Production	Sound Lounge
Creative Agency	MullenLowe U.S.
President and Chief Operating Officer	John Beeder
Chief Commercial Officer	Christy Kaprosy
Chief Marketing Officer (CMO)	Alex Ho
Senior Manager	Elizabeth Kudla
Director of Consumer Marketing Communications	Janet Dye
Director of Engagement Marketing	Christine Rich
Director of Corporate Communications	Patrice Molnar
Managing Partner Chief Creative Officer	Mark Wenneker
Director ejecutivo de creación	Tim Vaccarino
Director ejecutivo de creación	Dave Weist
Director creativo	Andrea Mileskiewicz
Director creativo	Blake Winfree
Director artístico	Jessica Grantham
Director artístico	Kristina Saliba
Executive Director of Integrated Production	Lisa Setten
Head of Integrated Production	Zeke Bowman
Broadcast Producer	Danene DiCicco
Assistant Broadcast Producer	Sarah Brennan-Athas
Business Affairs Manager	Lindy Agron
Director de cuentas	Rebekah Pagis
Director de cuentas	Penn Clarke
Ejecutivo de cuentas	Hannah Duhaime
Productora	Park Pictures
Realizador	The Mercadantes
Productor ejecutivo	Scott Howard
Productor delegado	Maya Owings
DP	Daniel Mercadante
Montaje	PS260
Montador	JJ Lask
Assistant Editor	Tara O
Responsable de la producción	Laura Patterson
Responsable de la producción	Junior Producer
Efectos especiales	Zero VFX
Productor de la productora	Meg Bailey
Empresa de creación sonora	Tom Jucarone
Senior Art Director	Jessica Grantham
Junior Copywriter	Kristina Saliba
Group Account Director	Rebekah Pagis
Realizador	The Mercadantes .
Assistant Editor	Tara O’Sullivan
Junior Producer	Marlinda Walcott
Productor	Meg Bailey
Sound Design	Tom Jucarone
Mixer	Tom Jucarone
Producción	Park Pictures
Chief Creative Officer	Mark Wenneker
Executive Creative Director	Dave Weist
Executive Creative Director	Tim Vaccarino
Creative Director	Andrea Mileskiewicz
Creative Director	Blake Winfree
Senior Art Director	Jessica Grantham
Junior Copywriter	Kristina Saliba
Executive Director of Integrated Production	Lisa Setten
Head of Integrated Production	Zeke Bowman
Broadcast Producer	Danene DiCicco
Assistant Broadcast Producer	Sarah Brennan-Athas
Business Affairs Manager	Lindy Agron
Group Account Director	Rebekah Pagis
Account Director	Penn Clarke
Account Executive	Hannah Duhaime
Director	The Mercadantes
Executive Producer	Scott Howard
Line Producer	Maya Owings
DP	Daniel Mercadante
Editor	JJ Lask
Assistant Editor	Tara O'Sullivan
Head of Production	Laura Patterson
Junior Producer	Marlinda Walcott
Producer	Meg Bailey
Sound Design/Mixer	Tom Jucarone
Entrant Company	MULLENLOWE
Idea Creation	MULLENLOWE
Production	PARK PICTURES
PR	MULLENLOWE
Media Placement	MULLENLOWE