Hallmark "Heart To Paper"

This Valentine's Day season, Hallmark launched a new digital video campaign "Put Your Heart to Paper,'" created by Leo Burnett Chicago, prompting people to go beyond the obligatory "I Love You," and express how they truly feel for their partners. In the social experiment, 10 real life couples are interviewed individually about their parters including how they feel about one another without using the word "love." At the end of the day, the couples were brought back together to see each others' heartfelt responses and inevitably warm, visceral reactions. The couples were interviewed by Oscar-winning documentarians Dan Lindsay and TJ Martin and represent a spectrum of diversity including age, background, ethnicity, sexual orientation and relationship duration. Hallmark's social media and paid digital campaign communicates the powerful Valentines Day message: Don’t say, “I love you … ” say something more, and put your heart to paper with a Hallmark card. View the full campaign at PutYourHeartToPaper.com. Join the social experiment using #PutYourHeartToPaper.