This summer, Element 79 joined festive forces with American Greetings to plot the massive holiday launch of their new online marketplace, Cardstore.com. The competitive landscape was crowded, but no competitor was claiming the singular, powerful thing we knew Cardstore could own: PERSONALIZATION.

At Cardstore.com, you can personalize your cards so perfectly—with photos, fonts and stuff—it’s as if you climbed inside the envelope. Thus, the “Send A Little You” campaign was born.

Over the course of several months, we blasted that idea into television, print, flash, rich media and even an online game. We swung people from harnesses in Tony D’Orio’s studio. We flung people into 10-foot turtlenecks and smushed a family into a 7-foot holiday card in a dream shoot with Chris Hooper. We built startling digital that springs off the page. And we created a campaign that isn’t just launching Cardstore.com for the holidays; it’s catapulting the brand into the future.