Cannes Lions

What It Means to Love

MULLENLOWE, Boston / AMERICAN GREETINGS / 2018

Awards:

1 Bronze Cannes Lions
Film

Overview

Entries

Credits

Overview

Description

In this film, we go through a series of vignettes in which people struggle to communicate what they're really feeling. As miscommunication is a universal problem, we show its manifestation within a variety of relationships: a girlfriend and her boyfriend, a girlfriend and her girlfriend, a son and his elderly father, a mother and her daughter, and two young friends. As miscommunication plays out in each of these relationships, graphics appear over the footage, putting in words what someone is failing to say. It's only until the last scene where these graphics are not needed – a husband communicates exactly what he needs to say with the help of an American Greetings card. There is no struggle to find the words, they're right there on paper. Saying what he feels is what sets this relationship's vignette apart from the others. It makes all the difference.

Similar Campaigns

12 items

True Test of Strength

MULLENLOWE, Boston

True Test of Strength

2019, AMERICAN GREETINGS

(opens in a new tab)