With an abundance of
and the client
add life to the
Ranging from 30 to 120 seconds, the series features a lesbian couple seeking to adopt, a kid who loves chocolate, a career mom working overtime, and a dad who buffoons around like Clark Griswold.
The individual stories are presented as handheld slices-of-life that roll by like cinéma vérité. Each one finishes with a Gold Crown holiday gift product that completes the narrative.
Outside of the conclusion, the spots do not contain any hint of a traditional pitch, slogan, or even the name of the advertiser.
The concepts’ abundance of simple yet passionate drama is something of a risk, but mcgarrybowen and Hallmark Gold Crown — along with Radical Media handling production and Cutters on post — bring them to life with hearfelt authenticity.
NEWS HALLMARK GOLD CROWN
The effort began as an inspiration last year, when Hallmark Gold Crown developed its Care Enough campaign.
“We saw and continue to see a huge empathy deficit in the world,” explains Director of Marketing Ann Herrick. “We completed deep ethnographic and qualitative research and learned about the distinct differences in our consumers caring behavior.”
WORKING MOM HALLMARK GOLD CROWN
Hallmark Gold Crown’s research resulted in the company refining its brand target as a “Caring Connector” and refining its promise to, “Hallmark helps you live a caring, connected life full of meaningful moments.”
Since its launch, Herrick continues, the Care Enough campaign has “touched the hearts of women across the country.”
COUNTDOWN HALLMARK GOLD CROWN
According to a press release, the objective of the #CareEnough initiative is “to encourage consumers to find small, yet meaningful ways to show the people in their lives how much they care.” It has had an effect on the mcgarrybowen as well.
“The world could use a little (even a lot) more caring, and who better to spread caring than the company that has been teaching the world to care for over 100 years,” says a representative for the company. “Our mission wasn’t just about creating a new campaign; it was about a transition for how and why Hallmark exists in the world.”
GRISWOLD HALLMARK GOLD CROWN
Marketing Director – Retail: Ann Herrick:
Marketing Manager – Retail: Jill Webb
Associate Marketing Manager – Retail: Tyler Cordel
North America Chief Creative Officer: Ned Crowley
Chicago Chief Creative Officer: Kurt Fries
Group Creative Director: Todd Brusnighan
Group Creative Director: Doug Behm
Senior Art Director: Katelyn Berg
Senior Copywriter: Matt Frierdich
Director of Content Production: Steve Ross
Executive Producer: Mark Olson
Music Producer: Libby Morris
Director of Business Affairs: Joann Baker
Senior Business Manager: Kelly Lenthe
Chief Strategy Officer: Jamie Shuttleworth
Group Strategy Director: Anna Conroy
Strategist: Kelly Dittrich
Group Managing Director: Betsy Ross
Account Managing Director: Sally Cox
Account Supervisor: Nancy Casales-Silva
Production: Radical Media
Director: Andrew Becker
Executive Producer: Gregg Carlesimo
Producer: Susan Sullivan
Post Production: Cutters
Editor: Steve Bell
Editor: Marian Oliver
Color Grading: Nice Shoes
Colorist: Ron Sudul
Music: Comma Music
Senior Producer: Leigh Salzman
Creative Director: Larry Pecoralla
Media agency: Criterion Global
Send your campaign updates to Reel Chicago Editor Dan Patton, firstname.lastname@example.org.