CONNECTING GENERATIONS
PROBLEM:
Hallmark employees and leaders wanted to become better at planning and developing product for the brand's wide range of consumer age groups
Hallmark employees and leaders wanted to improve their empathy and understanding of their own team-members from varying age groups, especially between the Boomer leaders and the new Millennial workforce
SOLUTION:
Create a campaign called Connecting Generations that shows Hallmark employees the commonalities between people of different generations so that they could become better at relying on human universals when developing product for the brand's wide range of consumer age groups.
Scripted, story-boarded and directed the production of a video that would be used as part of an internal corporate wide campaign.
RESULT:
The video served as the anchor for the rest of the campaign, which included interactive displays and podcasts
Hallmark employees and leaders engaged in the campaign and applied their new understandings to their product planning and development
Hallmark employees and leaders engaged with their co-workers from varying generations, sparking new conversations