Tim Vaccarino
Executive Creative Director at Mullen Lowe U.S.
Boston + NYC, Vereinigte Staaten von Amerika
TitelWhat It Means To Love
Agentur
Kampagne #GiveMeaning
Werbende American Greetings
Marke American Greetings
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 2
Geschäftsbereich Andere
Story 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.
Medientyp Fernsehen
Länge
Audio-Postproduktion
Creative Agency
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
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Art Director
Art Director
Executive Director of Integrated Production
Head of Integrated Production
Fernsehproduktion
Assistant Broadcast Producer
Business Affairs Manager
Etatdirektor
Etatdirektor
Account Executive
Produktionsfirma
Regisseur
Executive Producer
Herstellungsleiter
DP
Redaktionsbüro PS260
Cutter
Assistenzredakteur
Produktionsleitung
Produktionsleitung Junior Producer
Spezialeffekte Zero VFX
Filmproduzent/Produzent
Tonstudio
Senior Art Director
Junior Copywriter
Group Account Director
Regisseur
Assistenzredakteur
Junior Producer
Produzent
Sound Design
Mixer
Produktion
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

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