| 标题 | What It Means To Love |
| 广告公司 | MullenLowe U.S. |
| 广告战役 | #GiveMeaning |
| 广告主 | American Greetings |
| 品牌 | American Greetings |
| 首次发布日期 | 2018 / 2 |
| 行业领域 | 其他 |
| 剧情简介 | 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. |
| 媒体类别 | 电视 |
| 长度 | |
| 音频后期制作 | Sound Lounge |
| Creative Agency | MullenLowe U.S. |
| President and Chief Operating Officer | John Beeder |
| Chief Commercial Officer | Christy Kaprosy |
| Chief Marketing Officer (CMO) | Alex Ho |
| Senior Manager | Elizabeth Kudla |
| Director of Consumer Marketing Communications | Janet Dye |
| Director of Engagement Marketing | Christine Rich |
| Director of Corporate Communications | Patrice Molnar |
| Managing Partner Chief Creative Officer | Mark Wenneker |
| 执行创意总监 | Tim Vaccarino |
| 执行创意总监 | Dave Weist |
| 创意总监 | Andrea Mileskiewicz |
| 创意总监 | Blake Winfree |
| 美术指导 | Jessica Grantham |
| 美术指导 | 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 |
| 客户总监 | Rebekah Pagis |
| 客户总监 | Penn Clarke |
| 客户主管 | Hannah Duhaime |
| 制作公司 | Park Pictures |
| 导演 | The Mercadantes |
| 执行制片 | Scott Howard |
| Line Producer | Maya Owings |
| DP | Daniel Mercadante |
| 剪辑公司 | PS260 |
| 剪辑师 | JJ Lask |
| Assistant Editor | Tara O |
| Head of Production | Laura Patterson |
| Head of Production | Junior Producer |
| 特效 | Zero VFX |
| 制作公司制片 | Meg Bailey |
| 音效设计公司 | Tom Jucarone |
| Senior Art Director | Jessica Grantham |
| Junior Copywriter | Kristina Saliba |
| Group Account Director | Rebekah Pagis |
| 导演 | The Mercadantes . |
| Assistant Editor | Tara O’Sullivan |
| Junior Producer | Marlinda Walcott |
| 制片 | Meg Bailey |
| Sound Design | Tom Jucarone |
| Mixer | Tom Jucarone |
| 制作 | Park Pictures |
| 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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