Tim Vaccarino
Executive Creative Director at Mullen Lowe U.S.
Boston + NYC, Estados Unidos
TituloDevice Like No Other
BriefWhen the world turns to texts, social posts and emails, how do you make a 111-year-old greeting card company relevant again? By re-positioning the greeting card as a new device and launching it at CES, the giant consumer technology trade show. A “Device Like No Other” was teased with a slick video positioning the mystery product as the thinnest and most powerful communication device. It had tech journalists and geeks scratching their heads. They all crammed into a showroom to discover that the device was...a card. Still the most powerful device for making meaningful human connection.
Agência
Campanha Device Like No Other
Anunciante American Greetings
Marca American Greetings
PostedNovembro 2017
Sector Empresarial Papelaria e material de escritório (estacionário)
História While the world turns to texts, social posts and emails to communicate, how do you make a 111-year-old greeting-card company relevant again? By repositioning the greeting card as a brand new device and launching it at CES, the world’s largest consumer technology trade show. We called it a “Device Like No Other” and teased it out with a slick video that left millennial gearheads and tech journalists guessing. We positioned our mystery product as the thinnest, most powerful communication device that would be sure to give reporters something to write home about. And when we unveiled that it was just a card, we displayed it in a showroom you’d expect from any other tech giant. Only there wasn’t any bit of tech in sight. We used Nick Offerman to unveil the big surprise: the most powerful device for making meaningful human connection was just a simple greeting card. The whole campaign earned over 383 million impressions and tens of thousands shares worldwide as we put American Greetings into a cultural conversation that delivered purpose through actions.
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