Everyone has extraordinariness inside him or her. To do that extraordinariness justice during the 2016 holiday season, Hallmark Greeting Cards and Rokkan created a heartfelt holiday campaign to showcase the incredible things that happen when we share our thoughts, our feelings and our experiences with the people we care about.
Rokkan served as the creative lead on this national 360 campaign, working closely with Hallmark to build on the momentum of their successful “No Ordinary Moms” campaign for Mother’s Day. The campaign’s main TV spot featured real-life video footage of extraordinary moments that occurred in 2016. Clips show a dad finding out he will be a grandfather, a little girl welcoming her daddy home from military service, a couple doing a choreographed wedding dance, and more.
Running from Thanksgiving through Christmas, campaign elements appeared on television, digital, radio, social and in participating stores. Partner stores included Kroger, CVS, Walgreens, and many more. The holiday work also served as a return to broadcast television for Hallmark holiday campaigns following a short departure in the previous year’s efforts.
To top things off, the “No Ordinary Cards” campaign was named America’s third favorite holiday ad of 2016 by Ace Metrix’s consumer panel. Scoring ads based on likeability, relevance and “watchability,” and considering popular emotional techniques to gain traction with viewers, the work beat out other holiday ad efforts from the likes of Apple, Coca-Cola, Kohls and Amazon.