After a successful launch of our super loud campaign the previous year it was time for a slightly subtle approach. Though the previous year was successful from a visual and brand recognition perspective, it lacked empathy. After some extensive roundtable research we mulled over the evidence and decided to soften the approach. We went back to the drawing board, we had a certain number of components we wanted to work with like the heart. That drawing board included paper hearts a light room and what looked like a crystal ball which I borrowed off my sister and still haven't returned.