American Greetings - "What It Means To Love"

MullenLowe U.S.

MullenLowe U.S. Boston, United States

Премии

11431

Бренд: American Greetings
Страна: United States

Рекламодатель: American Greetings

Заголовок	What It Means To Love
Агентство	MullenLowe U.S.
Кампания	#GiveMeaning
Рекламодатель	American Greetings
Бренд	American Greetings
Дата первой трансляции/Публикации	2018 / 2
Бизнес сектор	Другие
История	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.
Тип медиа	Телевидение
Длина	85 seconds
Аудио послепроизводственный этап	Sound Lounge
Креативное агентство	MullenLowe U.S.
President and Chief Operating Officer	John Beeder
Chief Commercial Officer	Christy Kaprosy
Директор по маркетингу (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
Исполнительный креативный директор	Tim Vaccarino
Исполнительный креативный директор	Dave Weist
Креативный директор	Andrea Mileskiewicz
Креативный директор	Blake Winfree
Арт-директор	Jessica Grantham
Арт-директор	Kristina Saliba
Исполнительный директор интегрированного производства	Lisa Setten
Head of Integrated Production	Zeke Bowman
Broadcast Producer	Danene DiCicco
Assistant Broadcast Producer	Sarah Brennan-Athas
Менеджер по делам бизнеса	Lindy Agron
Директор рабочей группы клиента	Rebekah Pagis
Директор рабочей группы клиента	Penn Clarke
Делопроизводитель	Hannah Duhaime
Продакшн Студия	Park Pictures
Директор	The Mercadantes
Исполнительный продюсер	Scott Howard
Линейный продюсер	Maya Owings
DP	Daniel Mercadante
Редакционная компания	PS260
Редактор	JJ Lask
Заместитель редактора	Tara O
Руководитель производства	Laura Patterson
Руководитель производства	Junior Producer
Спецэффекты / видеоэффекты	Zero VFX
Продюсер Продакшн Студии	Meg Bailey
Звуковой дизайн компании	Tom Jucarone
Senior Art Director	Jessica Grantham
Junior Copywriter	Kristina Saliba
Group Account Director	Rebekah Pagis
Директор	The Mercadantes .
Заместитель редактора	Tara O’Sullivan
Junior Producer	Marlinda Walcott
Продюсер	Meg Bailey
Sound Design	Tom Jucarone
Смеситель	Tom Jucarone
Производство	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