American Greetings - "What It Means To Love"

MullenLowe U.S.

MullenLowe U.S. Boston, Etats-Unis

Awards

11433

Marque: American Greetings
Pays: Etats-Unis

Annonceur: American Greetings

Titre	What It Means To Love
Agence	MullenLowe U.S.
Campagne	#GiveMeaning
Annonceur	American Greetings
Marque	American Greetings
Date de première diffusion/publication	2018 / 2
Secteur d'activité	Autres
Synopsis	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.
Type de média	Télévision
Longueur	85 seconds
Post-Production audio	Sound Lounge
Agence créative	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
Directeur de la création	Tim Vaccarino
Directeur de la création	Dave Weist
Directeur de création	Andrea Mileskiewicz
Directeur de création	Blake Winfree
Directeur artistique	Jessica Grantham
Directeur artistique	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
Directeur de clientèle	Rebekah Pagis
Directeur de clientèle	Penn Clarke
Chef de groupe	Hannah Duhaime
Maison de production	Park Pictures
Réalisateur	The Mercadantes
Producteur exécutif	Scott Howard
Producteur délégué	Maya Owings
DP	Daniel Mercadante
Montage	PS260
Monteur	JJ Lask
Assistant Monteur	Tara O
Responsable de la production	Laura Patterson
Responsable de la production	Junior Producer
Effets spéciaux	Zero VFX
Producteur, maison de production	Meg Bailey
Sociéte de création sonore	Tom Jucarone
Senior Art Director	Jessica Grantham
Junior Copywriter	Kristina Saliba
Group Account Director	Rebekah Pagis
Réalisateur	The Mercadantes .
Assistant Monteur	Tara O’Sullivan
Junior Producer	Marlinda Walcott
Producteur	Meg Bailey
Sound Design	Tom Jucarone
Mixer	Tom Jucarone
Production	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