CONNECTING GENERATIONS

PROBLEM:

• Hallmark needed stronger cross-generational insight to better plan and design for a wide age range of consumers

• Employees and leaders sought deeper empathy and collaboration across generational lines—especially between Boomer leadership and Millennial talent

SOLUTION:

• Create Connecting Generations, an internal campaign that highlights cross-generational commonalities to deepen empathy and guide product development

• Work across disciplines to create a series of cohesive experiences to engage and educate employees:

  • Script, storyboard, and direct an emotional video used as the campaign’s centerpiece to inspire teams across the organization

  • Create a corporate-hosted podcast series, inviting employees of various generations to participate through interviews.

  • Offer multiple exercises for employees to contribute to the “living” displays.

RESULT:

• The video becomes the anchor of a broader internal campaign that includes interactive displays and podcasts with personal storytelling.

• Employees and leaders engage with the content and apply generational insights to product planning and development.

• The campaign sparks new intergenerational conversations, strengthening empathy and collaboration across teams.