Take Note – Life Story Love Story
Take Note Store, a pens and stationery store in Toronto, has released “Life Story Love Story”, an emotional short film timed to coincide with Valentines Day. The 4-minute short film tells the life-long story of a relationship between two people from the notes they leave each other. This love story is particularly poignant given the dominance of today’s digital communication. Texts, emails, and posts have largely replaced the role that handwritten letters, cards, and notes once served. The retailer which sells specialty pens and stationery from around the world is planning to support the video with promoted posts through the month of February.
A study by Docmail found that one in three adults hasn’t had reason to hand write anything for six months. Many are quick to point out the downside of this change. Author Philip Hensher, in his Wall Street Journal article, ‘The Lost Art of the Handwritten Note,’ argues, “Email and text exchanges won’t be treasured in the way that my teenage letters, scribbled journals and postcards have been for years.”
Jolanta Petrycka, the owner of Take Note, has seen this shift first hand, but doesn’t believe that handwritten letters and notes are a thing of the past. “Most of our day to day communication now is very utilitarian. But still, there’s nothing like receiving a handwritten letter in the mail or a note from someone you love.”
That’s exactly what advertising agency, BBDO Toronto, set out to capture with this piece. “Leaving a note for someone is so much more personal and thoughtful than a text,” says Chris Booth, an associate creative director behind the work. “We wanted to remind people how meaningful such a simple thing can be.”
Take Note Credits
The Take Note campaign was developed at BBDO Toronto by executive creative directors Denise Rossetto and Todd Mackie, associate creative directors Chris Booth and Joel Pylypiw, group account director Rebecca Flame, agency producer Beatrice Bodogh.
Sound design and music were produced at Imprint Music by Fraser MacDougall and Tim White.