American Greetings wanted to encourage people to not just give cards on big occasions. So we decided to show that small gestures can mean something big to those who need them most – like couples dealing with infertility. The ad got 74 million earned PR impressions and a lot of great press.

Ad of the day | Adweek
Editor's Pick | Creativity
US Creative Work Of The Week | The Drum



The film got a lot of love online, with stories in Huffington Post, Popsugar, Café Mom, Scary Mommy, Real Simple, Kveller, Mothering, Business Insider and more. And the spot even inspired it's own Reddit thread.

Made @ Mullen Lowe