NECCO SWEETHEARTS 150TH ANNI THE 55TH VALENTINE

On February 14, 2016, Sweetheart’s Candies turned 150 years old. To honor this historic moment, Necco created an inconspicuous essay contest on their packaging encouraging sweet love story submissions for a chance to win a cash prize. When they asked us to build the sweeps website, we challenged them to create something bigger to celebrate 150 years of what Sweetheart’s represents: Love. Of all kinds.

February 14, 2016 also marked the first Valentine’s Day in history when all sweethearts could celebrate together as legally married couples. So we made a short film about Jack (85) & George (82), a Dallas couple celebrating their 55th Valentine’s day together—and the very first as a happily married couple.

PRESS
Forbes - NECCO Throws A Valentine's Day Celebration For Its Sweethearts Brand's 150th Anniversary
The Boston Globe - For Necco, a different kind of sweethearts
Boston.com - Jack and George, Sweethearts for 55 years, are the faces of Necco’s new campaign
Marketing Dive - Sweethearts candy turns 150, marks the anniversary with a socially conscious ad
The Advocate - Sweethearts candy celebrates elderly gay couple’s marriage in new campaign

RECOGNITION
I&C Disruptors
ANA Multicultural Excellence Awards
New England Hatch Awards Gold
New England Hatch Awards Silver

Jack & George’s love story encouraged submissions, driving folks to the site where they could explore thousands of submitted love stories about partners, family, and even four-legged friends. We racked up a fair share of press, with features in Adweek, the Boston Globe, NECN, MediaPost, Boston.com, The Advocate, and more. And our shoestring budget didn’t stop us from picking up some shiny hardware, too.

CCO . . . . . . . . . . . . . . LANCE JENSEN
ECD AD . . . . . . . . . . . . . . . . KEVIN DALEY
GCD CW . . . . . . . . . . . . . . . RICK McHUGH
SR CW . . . . . . . . . . AMANDA ROBERTS
SR AD . . . . . . . . . . . . ALYSSA FISHMAN
UX . . . . . . . . . . . . . . . STEVE CALLEN