Hallmark "Don't Say I Love You"

For Valentine’s Day 2015, Hallmark—a brand known for its warm sentimentality—asked people not to say, “I love you.”

We built the campaign around a social experiment involving ten couples in diverse relationships. We filmed each partner separately and asked them: “How would you describe your feelings for your partner without using the word love?”

Each interview was quickly edited and each couple was brought together to watch both videos. This was also filmed.

In every instance, watching their partner go beyond I love you and express deeper feelings created a deep emotional reaction and connection.