BUSINESS CHALLENGE
Get customers to think of Hallmark for everyday moments instead of just on special occasions
SOLUTION
Change perceptions through a new global brand campaign
STRATEGY
Help consumers recognize and celebrate moments that don’t happen every day—but could happen any day—with Hallmark and our products as catalysts.
collaboration
- As Creative Director, I contributed to the brief and focus groups, synthesizing feedback and ensuring stimuli was getting the information we needed. Our in-house agency executed every tactic except TV.
- The team at Leo Burnett created the campaign theme “Life is a special occasion” and the construct, “[Occasion/situation] is NOT for [expected activity]. It’s for [emotional benefit].”
deliverables
- Comprehensive style guide
- Brand strategy framework (next page)
- Print advertising
- Direct marketing
- Digital
- Other tactics as assigned
TRISH BERRONG 