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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 Join the social experiment using #PutYourHeartToPaper.


Advertiser: Hallmark

Creative Agency

Copywriter: Adam Ferguson

Art Director: Kate Sullivan

Planner: AJ Livsey

Producer: Rena Dusenbury

Executive Creative Director: Charley Wickman

Chief Creative Officer: Susan Credle

Head of TV / Production: Vincent Geraghty

Executive Producer: Tom Keramidas

Music Supervisor: Chris Clark

Head of Content Production: Sheila Eisenstein

Production Service

Production Service Company: Furlined


Edit Company: White House Post

Editor: David Cea

Producer: Greg Jones

Executive Producer: David Thorne

Post Production / VFX

Post Production Company: The Mill

Colourist: Luke Morrison


Sound Mix: Erik Widmark

Music Production: Massive Music