Every great purpose statement needs an enemy. For American Greetings, that enemy was incivility. I found some great stats on the amount of people who agree we've reached critical levels of incivility AND that people are willing to do something about it.
I took the data and designed an infographic, put together a brief and showed my clients. American Greetings loved the idea and agreed to fund a beautiful brand campaign that supported their mission, purpose and values.
The creative team came back with the Thanklist. It's like a bucket list, but for gratitude.
Client: American Greetings
Agency: Mullen Boston
Sr. Brand Strategist: Ryan Houts
Creative Director: Jon Ruby
Sr. Copywriter: Andrea Mileskiewicz
Sr. Art Director: Blake Winfrey