Instead of a client brief, this idea started with an article about a boy receiving a box full of letters from his father who had passed away at an early age. Moved by his story and the realisation of how much it can mean to someone to receive such a legacy, we were motivated to inspire others to do the same. We found the perfect partner in our client, Hallmark.

In today’s digital age, communication is quick and easy, and so it’s often not very thoughtful—we give our attention to more people, but less real attention to the people who deserve the most. So we used a technological innovation to demonstrate the deep emotional impact that Mother’s Day cards have on mothers.