American Greetings: Not Alone by MullenLowe U.S.

Date: Jul 2017
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American Greetings understands that holidays and calendar occasions are not always celebratory for everyone. With that in mind, the company is highlighting aspiring parents and their journey as a very real, and all too common, life scenario where support and acknowledgement make a difference. In the second installment of its 'Give Meaning' campaign, a video entitled 'Not Alone' serves as a rallying cry, encouraging people to show up for each other in everyday moments – especially during times in our lives when the response isn’t always intuitive, like infertility.

To raise awareness of the importance of offering support to those experiencing infertility, the brand has partnered with Resolve: The National Infertility Association. Together, they hope to spark a thoughtful conversation that influences and inspires others to show up when it’s needed most. According to Resolve more than seven million people of childbearing age in the United States experience infertility. American Greetings realized this topic was one that many people can relate to, whether personally or through friends and family members, and joined forces with the 43-year-old organization in our efforts to encourage meaningful connections during times when a response is not always instinctive because Resolve was created to connect those feeling alone in their struggle with infertility by providing a community of empathy, kindness and support.

To join the conversation, consumers are asked to share a real moment that really meant something to you with #GiveMeaning.

Credits

President and Chief Operating Officer: John Beeder

Group Vice President, Marketing, Innovation and Business Development and President Papyrus-Recycled Greetings, Inc.: Christy Kaprosky

Chief Marketing Officer: Alex Ho

Director, Consumer Marketing Communications: Janet Dye

Director, Engagement Marketing: Christine Rich

Director, Corporate Communications: Patrice Sadd

Senior Manager, Engagement Strategy: Meghan Olmsted

Manager, Engagement Marketing: Danielle Krouse

Assistant Manager, Engagement Marketing: Leah Lange

Associate Manager, Marketing Communications: Megan Baucco

Creative Credits

Brand: American Greetings

Agency: MullenLowe

Managing Partner Chief Creative Officer: Mark Wenneker

Executive Creative Directors: Tim Vaccarino, Dave Weist

Creative Director: Andrea Mileskiewicz

Creative Director: Blake Winfree

Copywriter: Macie Soler-Sala

Senior Art Director: Pier Madonia

Executive Director of Integrated Production: Lisa Setten

Director of Broadcast Production: Zeke Bowman

Senior Broadcast Producer: Vera Everson

Assistant Broadcast Producer: Kimberly Reid

Business Affairs Manager: Felicia Simmons

Group Account Director: Rebekah Pagis

Account Director: Jessica Zdenek

Production Company: Park Pictures

Director: The Mercadantes

Executive Producer: Scott Howard

Line Producer: Timory King

DP: Daniel Mercadante

Editorial: PS260 West

Editor: JJ Lask

Assistant Editor: Colin Reilly

Junior Producer: Marlinda Walcott

Executive Producer: Carol Dunn

VFX: MPC LA

Lead VFX Artist: Cynthia Lee

Producer: Sarah Laborde

Executive Producer: Elexis Stern

Music: Asche & Spencer

Audio Post: Eleven Sound

Sound Design/Mixer: Jeff Payne

Assistant Mixer: Jordan Meltzer

Executive Producer: Melissa Elston

Color: Nice Shoes

Colorist: Chris Ryan

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