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 | |
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 |