• by Sarah Mahoney  @mahoney_sarah, February 9, 2015

In a documentary-style campaign that’s part  “When Harry Met Sally” and part Dove “Real Beauty,” Hallmark has rounded up 10 adorable real-life couples, asking them to describe their attachment to one another without using the word “love.” Oscar-winning documentarians Dan Lindsay and TJ Martin did the interviews, and the lovebirds include teenagers, senior citizens, a same-sex couple and more than a few “love at first sight” types. Leo Burnett Chicago is the agency that created the effort, which is part of its “Put your heart to paper” campaign. See all interviews here.