We launched a campaign, Give Meaning, for American Greetings that explores how cards help give meaning to the real things, people and moments in life that really matter.

This powerful launch film tells the story of an everlasting connection between a mother and daughter that took on a new meaning in the most unexpected of ways. 

Believe it or not, this was totally scripted. So we had to do some pretty crazy behind the scenes engineering, with the help of the Mercadantes, to have it feel raw and real.