For this campaign, we made greeting cards relevant by shifting the benefit of card-giving from “it makes them feel good” to “it makes you feel good” and tied our dying consumer behavior to a thriving one: the wellness industry. As an 80-year Harvard study proved, regardless of how great your diet is, how much you exercise, or how much money you have, the most powerful predictor of long, happy, and healthy lives was the quantity and quality of our close relationships. We took this insight and built a campaign to encourage meaningful connections through card writing.

Services: Campaign ideation, pitching, design, and post-production direction.