Titulo | What It Means To Love |
Agência | MullenLowe U.S. |
Campanha | #GiveMeaning |
Anunciante | American Greetings |
Marca | American Greetings |
Data da primeira Transmissão/Publicação | 2018 / 2 |
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. 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. |
Tipo de Mídia | Televisão |
Comprimento | |
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 executivo criativo | Tim Vaccarino |
Director executivo criativo | Dave Weist |
Director criativo | Andrea Mileskiewicz |
Director criativo | Blake Winfree |
Director de arte | Jessica Grantham |
Director de arte | 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 contas | Rebekah Pagis |
Director de contas | Penn Clarke |
Executivo de contas | Hannah Duhaime |
Produtora | Park Pictures |
Realizador | The Mercadantes |
Produtor executivo | Scott Howard |
Produtor de linha | Maya Owings |
DP | Daniel Mercadante |
Empresa de produção | PS260 |
Editor | JJ Lask |
Assistant Editor | Tara O |
Chefe de produção | Laura Patterson |
Chefe de produção | Junior Producer |
Efeitos especiais | Zero VFX |
Producer | Meg Bailey |
Empresa de design sonoro | 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 |
Produtor | Meg Bailey |
Sound Design | Tom Jucarone |
Mixer | Tom Jucarone |
Produção | 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 |