The greeting card industry is buzzing with anticipation for the quickly approaching Mother’s Day and Father’s Day holidays, but the new “Give Meaning” campaign from American Greetings, Cleveland, encourages everyone to celebrate not just holidays and occasions, but also the everyday things—people and moments in life that really matter. “Give Meaning” is a rallying cry for people to show up for each other, offer support in those everyday moments, and help make the world a more thoughtful and caring place.
The ending of “Tattoo,” the video ad that serves as the first chapter of the campaign, says it all: “A card is just a card, but in the right moment, it means everything.”
https://www.youtube.com/watch?v=k4JSXuEfxlk
A card is important because people and relationships are important. Through conversations with consumers, American Greetings knows that holidays are not always easy for everyone, so “Tattoo” spotlights the special people in our lives who have passed but never leave our hearts. In this instance, the company highlighted a mom’s lasting impression on her daughter in hopes of inspiring dialogue about recognizing the people and moments in life that really matter.
“Real life is not like a typical greeting card ad,” said Alex Ho, chief marketing offer for American Greetings. “At American Greetings, we don’t manufacture moments for advertising, we reflect them, and we make sure to remain authentic to our brand and respectful of our consumer by always focusing on what’s real and relatable—no more or less drama than what life already brings.”
For more information on American Greetings, visit www.corporate.americangreetings.com.
