Paper company Fedrigoni has joined forces with Hallmark, Cardzone and the GCA to mark the lifting of lockdown restrictions through a series of giant greeting card installations that congratulate the nation for working in unity throughout the pandemic.
The large-scale cards, printed on recycled Fedrigoni paper and featuring designs by the Hallmark Creative Studio were unveiled in four Cardzone stores on Monday (July 19), the day that lockdown restrictions were eased in England.
The installations (on display in Cardzone’s stores in The O2, Greenwich, Cardiff city centre, Glasgow Fort and Cheshire Oaks) encourage members of the public to write a message inside the giant cards, whether they be addressed to a missed loved one, a lost relative, or the nation itself.
Explaining more about thinking behind the project, Simon Pilkington, managing director of Fedrigoni UK, commented: “As the easing of Covid restrictions lay on the horizon, we anticipated it would provoke a broad range of emotions – from excitement and relief, to anxiety and reflection. Sending greeting cards is a distinctly British act, so with the support of the Greeting Card Association, we saw an opportunity to create a historic record of the nation’s diversity of feelings at this momentous time.”
Bringing the concept to life, Fedrigoni UK collaborated with Hallmark to create the designs with Cardzone happy to come on board to host the installations in its shops.
As James Taylor, trading director of Cardzone told PG Buzz: “We are delighted to be involved in this wonderful project which goes right to the essence of what our industry is about…showing we care and bringing people together.” When asked who he would be thanking in his card message, James was in no doubt: “I will be thanking our store staff. It has not been easy for them over the last 17 months and they have shown real fortitude and commitment to our customers and their colleagues.”
The cards will remain on display in the Cardzone’s stores until the end of July after which time they will be donated to the Postal Museum in London as part of the COVID-19 and The Post collecting project. Through public submissions, the project aims to document and reflect the important role the post has played, and continues to play, in keeping people connected through extraordinary times.
Rachel Goodman, creative director at Hallmark UK/ROI, commented: “We believe that when you care enough you can change the world, and during the past 18 months it’s been clear the emotional significance of the written word has been pivotal in helping people to connect, reach out and show someone that they care. We saw this campaign as a true ‘Hallmark Moment’, a wonderful opportunity to capture the diverse responses to the easing of restrictions, and to provide a canvas on which the nation could express their most heartfelt messages. This has been an unquestionably difficult time, so we would love for these installations to spark a little joy and togetherness as we look towards a more unified future.”
The resultant designs reflect both lockdown life as well as the hopes for the future in the imagery and editorial.
‘& We Keep Moving Forward’ is A message of shared perseverance and enduring optimism. Located in Icon Outlet at The O2, Greenwich, London, this card was designed by Janice Leung, whose work is inspired by growing up in a diverse and multicultural environment.
‘Hugs! So Worth the Wait’ positions hugs as a symbol of hope and community as we look towards the future. Located in Cardiff City Centre, the card design is by Emma Burton, an emerging Leeds-based designer who works in a fun and colourful style.
‘The Good, the Bad and the Lockdowns’ design looks forward to the world opening up post-pandemic. Located in Glasgow Fort, this one was designed by Adam Pryce, an established Yorkshire-based artist known for his children’s books, animations and public art.
‘Here’s to Unprecedented Good Times Ahead’ exudes positive vibes for the road ahead. Located in Cheshire Oaks, this card was designed by Emma Long, an up-and-coming designer based near Leeds who creates playful, relatable artworks.
As Amanda Fergusson, ceo of the GCA summed up: “Greeting cards are a powerful way of building relationships, sharing sentiment and forging meaningful connections. Now more than ever we all need a moment of togetherness, which Hallmark, Fedrigoni and Cardzone have created by encouraging connections through this innovative and creative installation.”
Top: The four designs that are gracing the giant cards.