Shutterfly offers millions of creative photo gifts that are more personal than anything bought off the shelf. The trouble is, an assortment of products on a webpage can’t convey the emotional power of a personalized gift.
Our campaign had to persuade busy people to forgo the easy option of buying an expected Mother’s and Father’s Day gift, and take the extra time to make a personalized one instead.
We turned the camera around and focused on the moment when people opened gifts that were made just for them. No script. No prompts. Just real families giving real gifts and sharing real emotions.