During a time when people type into a smartphone, tablet or computer, Take Note decided to open a pen and stationery store in Toronto.

The brand wanted to show that in an age of digital age, a handwritten note can be powerful. Handwriting has been on the wane for many years, and today there’s a massive population that doesn’t write by hand. In a 2013 Docmail study of 2,000 adults found that one-third of all adults haven’t handwritten a note for six months.

As technology makes it easier to stay in touch, there’s a greater appreciation for the effort and thought it takes to handwrite a note. The brand produced a short social media film. The creative told a modern love story through handwritten notes that chronicled the joys and challenges of a life spent and built together.

The story was released for Valentine’s Day, taking advantage of the cultural context to drive coverage and organic reach. Valentine’s Day is a natural moment to focus on the relationships that matter and this love story fit perfectly into social conversations.

The video was released on Take Note’s Facebook page and YouTube, and supported by a public relations plan to leverage Valentine’s Day. There was no paid media.

The campaign generated an increase in business. Public relations coverage included 77 articles and news reports in local and international.