American Greetings 'ThankList' by Mullen

Be the first to comment
American Greetings "ThankList" by Mullen.
American Greetings "ThankList" by Mullen.

Greeting card company displays gratitude with digital project

American Greetings has launched its first purpose-driven campaign by Mullen focusing on gratitude.

Inspired by a 2013 Weber Shandwick study, 95% of Americans believe the country has a civility problem. And 87% of Americans also want to do something about it, too.

In response, the brand has created ThankList to encourage sharing gratitude via written word or video. Two-time Oscar winner Barbara Kopple created a trailer for the project. Several people are asked to discuss influential people in their lives, with longer videos for each person available on the website.

The video was screen in a project launch in New York yesterday with a panel including Elizabeth Banks and Arianna Huffington.

Campaign credits

Client: American Greetings
Agency: Mullen

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending on Campaign

RSS FEEDS