Tim Vaccarino
Executive Creative Director at Mullen Lowe U.S.
Boston + NYC, Estados Unidos
TituloWhat It Means To Love
Campanha #GiveMeaning
Anunciante American Greetings
Marca American Greetings
Data da primeira Transmissão/Publicação
Sector Empresarial Outros
História 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.
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.
Tipo de Mídia Televisão
Audio Post Production
President and Chief Operating Officer
Chief Commercial Officer
Chief Marketing Officer (CMO)
Senior Manager
Director of Consumer Marketing Communications
Director of Engagement Marketing
Director of Corporate Communications
Managing Partner Chief Creative Officer
Director executivo criativo
Director executivo criativo
Director criativo
Director criativo
Director de arte
Director de arte
Executive Director of Integrated Production
Head of Integrated Production
Broadcast Producer
Assistant Broadcast Producer
Business Affairs Manager
Director de contas
Director de contas
Executivo de contas
Produtor executivo
Produtor de linha
Empresa de produção PS260
Assistant Editor
Chefe de produção
Chefe de produção Junior Producer
Efeitos especiais Zero VFX
Empresa de design sonoro
Senior Art Director
Junior Copywriter
Group Account Director
Assistant Editor
Junior Producer
Sound Design
Creative Agency
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
Media Placement MULLENLOWE

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