Campaign details

Advertiser: American Greetings
Agency: MullenLowe U.S.

In today's digital age, people aren't sending cards like they used to

And when they do, card-sending has become largely centered around holiday occasions like Valentine's Day and Mother's Day. But American Greetings, a 111-year-old greeting card company, believes that cards can do more than that. We were challenged with recruiting and encouraging a new generation of card-givers to connect more meaningfully in their everyday lives.

Digital methods of communication were threatening the category, with I<3U and HBD increasingly becoming the accepted and preferred way to let someone know that you care. With so many convenient and free ways to communicate—literally at one's fingertips—the idea of giving cards had begun to feel arduous, antiquated and unnecessary. It appeared as though culture was turning its back on one of its longest-standing rituals of appreciation. With a mission to "make the world a more thoughtful and caring place every single day" the brand set out to restore relevance to the category.