NEW YORK, Jan. 13, 2017 – Rokkan’s “Extraordinary” holiday campaign for Hallmark was recently named one of America’s favorite ads of the 2016 holiday season by TV and video analytics company Ace Metrix. At number three on the list, the work was in good company with holiday spots from Duracell and Amazon.
“Culturally, so much of 2016 was spent focused on our differences,” said Laura Mulloy, Rokkan SVP, executive creative director. “But Hallmark is a brand about relationships; about the good in people. It’s an honor to see Rokkan’s work recognized like this, and it validates our intentions of helping people to see the good things that 2016 brought about.”
Ace Metrix’s consumer panel which was composed of at least 500 consumers who were demographically balanced according to the US census, scored the holiday ads based on likeability, relevance and “watchability.” The work beat out other holiday ad efforts from the likes of Apple, Coca-Cola, Kohl’s and Amazon.
Rokkan and Hallmark launched 2016’s heartfelt campaign by asking viewers to think about the people who made a difference in their year. Featuring found footage of real moments that occurred in 2016, the film showed a dad finding out he will be a grandfather, a little girl welcoming her dad home from military service, a fireman thanking his community for a surprise birthday party, and other authentic, moving moments of humanity and love. Running from Thanksgiving through Christmas, campaign elements appeared on television, digital, radio, social and in participating stores like Kroger, CVS, Walgreens, and others.
Rokkan has served as Lead Creative Agency for Hallmark Greeting Cards since launching the “No Ordinary Card” platform for the brand’s 2016 Mother’s Day campaign.