Hallmark is launching its latest Mother’s Day advertising campaign today by celebrating extraordinary mothers with its newest line of cards, the Hallmark Signature Collection. The “No Ordinary Card” campaign celebrates moms with the belief that there is no such thing as an ordinary mom.
As Hallmark’s newest Lead Agency across its Greeting Cards business, Rokkan will launch the 360 campaign across syndicated TV, digital, radio, and social channels, allowing us to showcase the accessibility of the Signature cards. With the Signature Collection, people are able to convey gratitude to the extraordinary people in their lives through a rarely special, authentic and handmade card.
Hallmark Signature Collection cards are anything but ordinary—the perfect way to celebrate all extraordinary moms this Mother’s Day. The handcrafted greeting cards are designed with beautiful papers, rich textures, and just the right flourishes. Color, textures and embellishments give shoppers a sense of discovery. The cards are simply stated with style and substance, so the overall tone of the line is warm, genuine and fresh.
New York City
Strategy, Concept, Content, Design, Development
On TV and online, the “No Ordinary Card” campaign will be led by a Rokkan-produced spot called “Flashback,” which showcases the supremely important relationship between a mother and daughter, and how that relationship evolves over time. Additional stop-motion films featuring the Hallmark Signature Collection cards will be promoted on social platforms such as Instagram, Facebook, and Twitter using the hashtag #NoOrdinaryCard. Banner ads, radio placements, and in-store promotions will raise excitement for Mother’s Day. In-store partners include Kroger, CVS, Walgreens, and more.