Leo Burnett Chicago has launched a new campaign for the Hallmark card company comprising a series of web films featuring real life couples in the run up to Valentine's Day on 14 February.

Put Your Heart to Paper invites the participating love birds to describe their partners in front of the camera but with the added challenge of forbidding the use of the words "I love you".

The social experiment sees 10 real life couples get questioned about their relationships separately before being brought back together to see each others' heartfelt responses and inevitably warm, visceral reactions.



The couples were interviewed by Oscar-winning documentarians TJ Martin and Dan Lindsay aka Martin + Lindsay and represent a spectrum of diversity including age, background, ethnicity, sexual orientation and relationship duration.

Hallmark's social media and paid digital campaign communicates the powerful Valentine's Day message: Don’t say, “I love you…” say something more, and put your heart to paper with a Hallmark card.



You can read more from the campaign and view the rest of the interviews at and join the social experiment on Twitter using the hashtag #PutYourHeartToPaper.


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