Because Every Thortful Idea Deserves a Bit of Noise

Noise Media has launched its first campaign with Thortful, the greeting card platform powered by independent creators — and we've created a character to help it land.

Meet Mrs Thortful. Calm. Confident. Always knows what to say.

The Core Idea: The campaign taps into a familiar tension — people often know how they feel but can't find the words, particularly under seasonal pressure like Valentine's Day. Mrs Thortful steps in as the solution: warm, witty, and unmistakably on brand.

Creative Director Beau Lyons describes her as someone who saves the day and gives the brand a confident, human presence: "She's not just funny — she's genuinely helpful."

What We're Building: This isn't a one-off Valentine's execution. Mrs Thortful is a platform character — she'll return for Mother's Day, Father's Day, and key gifting moments throughout the year, building recognition and brand warmth across every seasonal beat.

Global Strategy Director Samantha Harris notes the goal is clear: "Our role is to sharpen the brand, connect it to performance, and help more people discover the perfect card."

Creators at the Forefront: Every card on Thortful originates from a real independent creator. We're committed to celebrating that community throughout — across social, paid, BVOD, and influencer channels.

Thortful's Marketing Director Sarah Pearce summed it up: "Thortful exists to cut through the beige. This campaign captures what we're about — warm, human, and unmistakably thortful."

More work to come as the brand platform develops across the year.