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.
Client: American Greetings