Camera Embedded In Greeting Card Captures Moms’ Reactions


As Mother’s Day approaches, brands are doing their very best to come up with ingenious marketing stunts that are both heartwarming and, hopefully move some product.

One such effort comes from an agency called Lemz Amsterdam, which created a campaign that perfectly captures what is rarely seen: the reactions of people — in this case, mothers — when they open and read a card — in this case, a Hallmark card.

The agency installed a tiny camera and microphone directly into the greeting card which would capture the mom’s reactions. The team then did post-stunt interviews with the moms and their loved ones.

Accompanying this was a TV spot that pulled footage from the stunt. In addition, online pre-rolls and ads as well as social and blogger outreach were employed.

If you’ve seen any other great Mothers Day-themed promotions, let us know in comments.

Have you seen a great piece of creative that’s worthy of sharing? If so, we’d love to highlight it here. Please send submissions to

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Strategy | Creative Of The Day


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