CLEVELAND: American Greetings has launched its first purpose-driven campaign focusing on gratitude. Mullen worked on the effort.
The initiative was inspired by a 2013 Weber Shandwick study that found 95% of Americans believe the country has a civility problem, and 87% want to do something about it.
In response, the brand has created ThankList to encourage sharing gratitude via the written word or video. Two-time Oscar winner Barbara Kopple created a trailer for the project. Several people were asked to discuss influential people in their lives, with longer videos for each person available on the website.
The video was screened on Tuesday at a project launch in New York with a panel including Elizabeth Banks and Arianna Huffington.
American Greetings won honorable mention for Campaign of the Year and Product Brand Development Campaign of the Year last Thursday at the PRWeek Awards for the World’s Toughest Job campaign. It won Consumer Launch Campaign of the Year and Best Use of Broadcast or Video.
Client: American Greetings
This story originally appeared on Campaign US.