Heat Celebrates Mother’s Day for Shutterfly

By Erik Oster Comment

Heat recently launched a Mother’s Day campaign for Internet-based image publishing service Shutterfly.

The effort centered around a 30-second spot showing some very emotional reactions to moms receiving gifts made with Shutterfly. There are screams of delight, tears and a “Wow” reaction to what appears to be a life-sized fabric print.

Those are probably not the same reactions you’d get from flowers and a card. The spot concludes with the line “Make this Mother’s Day,” emphasizing the benefits of giving your gift a personal touch with the service. Heat also unveiled its Father’s Day effort for the brand, ahead of the June 18 holiday, employing much the same strategy.

“Mother’s and Father’s Day are auto-pilot holidays. Every year parents get the​ same things—flowers, a tie, brunch. But those things don’t do the relationship between parent and child justice,” Heat creative director Elaine Cox said in a statement. “We wanted to show that making a gift is much more powerful than buying one. So, we turned the camera around to capture​ the moment when a parent opens a gift that was made just for them.”

The Mother’s Day effort, which comes out of the agency’s San Francisco headquarters, follows the first work out of the agency’s New York office last month with its campaign promoting the LG G6, for which the brand spent around $9.2 million on broadcast placement for the week of April 17.

Agency: Heat / San Francisco
Executive Creative Director / CCO: Steve Stone
CEO: John Elder
Managing Director: Aaron Lang
Creative Directors: Elaine Cox & Jonathan Bryne
ACDs: Greg Coffin & James Duffy
Art Director: Jenna Moeller
Writer: Thomas Kropp
Senior Producer: Christine Gomez
Group Account Director: Matt Huntington
Account Supervisor: McKenzy Golding
Business Affairs: Darren Majewski

Production Company:  Heist
Executive Producer: Adam ZimmermanDirector:  Dan Addelson
Line Producer: Lauren Finerman

Post Production: Refinery
Senior Producer: Richard Quan
Producer: Alex Healy
Editor: Nicole Salmeri
Colorist: Ayumi Ashley

Recording Studios: M Squared Productions
Engineer: Phillip Lantz
Producer: Sarah Benedict

Producer: APM
Producer: Marmoset
Producer: Jonny Shaheri