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Kind embraces authentic kindness with new video

The snack bar brand's new, heartwarming campaign transcends politics.

‘Tis the season for sweet treats, heartfelt toasts, gifting that perfect find to your loved ones and practicing radical kindness. Kind Snacks recently embraced the holiday mentality with this beautiful, inspiring video shot by legendary filmmaker Emmanuel Lubezki (who happened to film both Birdman and The Revenant, too).

Titled “More Than Nice,” the video is a central part of Kind’s new campaign, designed to distinguish between being nice and being kind. “We’ve all been overwhelmed by the historic rifts tearing our country apart. The empathy and respect that are part of America’s DNA and part of what make our country so exceptional cannot be taken for granted,” said Kind founder and CEO Daniel Lubetzky of the new campaign. “For years, Kind has explored how difficult it is to step out of one’s comfort zone and practice kindness—especially toward someone with whom you disagree. Now, more than ever, that extra effort is required to rediscover our shared humanity and tackle challenges related to misunderstanding and intolerance.”

As an example, “More Than Nice” chronicles an outstanding organization based in southern Arizona called No More Deaths, whose mission is to provide lifesaving supplies such as water, food, blankets and socks to immigrants traveling into the United States via the Mexico-U.S. borderlands. While No More Deaths operates in a politically charged space, the reality is that people place themselves at risk of dehydration and hypothermia while walking 30 to 80 miles through the desert. In the film, volunteers express how placing jugs of water in the desert—which they often emblazon with loving messages—transcends politics and speaks instead to true human connection. The message: Be brave, be kind!


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