Sometimes one of the smallest projects can become something truly amazing. When I was asked to write the creative strategy for a greeting card company, in a time where Facebook Wall posts and text messages were replacing paper cards, I focused teams on this idea: "Show people how they take moms -and what they do- for granted." I kid you not, the results were astronomical (see the case study video). The campaign won just about every kind of creative and PR award that year, including the coveted Grand Effie in North America. But most importantly, it made a significant impact on how our society thinks of Moms.
Client: American Greetings
Agency: Mullen Boston
Sr. Brand Strategist: Ryan Houts
Creative Director: Jon Ruby
Sr. Copywriter: Andrea Mileskiewicz
Sr. Art Director: Blake Winfrey