American Greetings: Encourage everyday connections with Give Meaning

American Greetings, a greeting card company, showed a new generation in the US how meaningful card-giving is by creating two online videos on two common, but unacknowledged problems.

Campaign details

Advertiser: American GreetingsAgency: 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...

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