Hallmark '#PutYourHeartToPaper' by Leo Burnett Chicago

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Hallmark "#PutYourHeartToPaper" by Leo Burnett Chicago.
Hallmark "#PutYourHeartToPaper" by Leo Burnett Chicago.

Greeting card company asks people to write from their hearts

Hallmark Card's campaign for Mother's Day features a new twist on its #PutYourHeartToPaper social experiment created by Leo Burnett Chicago.

The greeting card maker asked adults to describe their mom on video. Instead of the typical phrases usually penned in cards, they opened up and shared experiences and their admiration for their mom.

What they didn't know is their mother was watching just a room away. The experiment is to encourage people to not only send a greeting card for May 10, but also to say something special.

Campaign credits

Client: Hallmark
Agency: Leo Burnett Chicago
Chief Creative Officer: Susan Credle
Executive Creative Director: Charley Wickman
Creative Directors: Mark Wegwerth, Christopher Cole
Senior Art Director: Kate Sullivan
Senior Copywriter: Adam Ferguson
Head of Production: Vincent Geraghty
Executive Producer: Tom Keramidas
Senior Producer: Rena Dusenbury
Business Manager: Anne Carbo
Senior Talent Manager: Linda Yuen
Music Supervisor: Chris Clark
Music: Massive Music
Managing Account Director: Karla Flannery
Account Supervisor: Amy Walloch
SVP Participation Strategy Director: Kevin Lilly
Planning Director: AJ Livsey
Production company: Chelsea
Executive Producer: Allison Amon
Executive Producer: Lisa Mehling
Executive Producer: Jonathan Gribetz
Editorial company: White House Post
Post Production Company: The Mill
Director: Lauren Greenfield
Head of Production: Adam Guliner
Line Producer: Julianne Maloney
Editor: David Cea
Assistant Editor: Travis Hockswender
Executive Producer: Kristin Branstetter
Audio Mix: Erik Widmark
Colorist: Luke Morrison


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