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KIND Sparks Debate On Values America Needs To Reunite, Asserts That “Nice is Not Enough”

Healthy snack company convenes filmmakers, thought leaders and the general public to capture the difference between being nice and being kind

Three-time Academy Award winning cinematographer, Emmanuel Lubezki, lends his creative take in powerful video

NEW YORK (December 12, 2017) – With the launch of a powerful video that explores the courage it takes to be kind towards strangers, KIND seeks to kindle a conversation about what it will take to overcome the divisions that have torn our country apart.

The video release, in conjunction with a nationwide contest, is part of KIND’s effort to explore the difference between being “nice” and being “kind” – an oft overlooked distinction that has tangible implications on how we act towards one another.

“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 Daniel Lubetzky, Founder & CEO of KIND Healthy Snacks. “For years, KIND has explored how difficult it is to step out of one’s comfort zone and practice kindness – especially towards 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.”

To kick-start a conversation around the topic, KIND has released a storytelling series that illuminates this distinction and plays up the following themes:

The latest video in the series was directed by Emmanuel Lubezki, three-time Academy Award winning cinematographer of Birdman, Gravity and The Revenant, with co-director Chris Wilcha. Titled “More Than Nice,” the piece visually captures Emmanuel’s personal interpretation of kindness through the eyes of volunteers who leave jugs of water across the US-Mexico border. The humanitarian group’s intention is to prevent suffering and death of migrants. The issue hits home not only for Emmanuel, but also for Daniel, his cousin: both are Jewish-Mexican immigrants and proud citizens of the United States who have used their respective platforms to connect people, expand understanding and strengthen communities.

“I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had, going out of their way to protect the well-being of fellow human beings they may never meet,” said Emmanuel Lubezki. “There is no sacrifice in nice, but being kind requires it. In the video, we attempt to portray the human element of such a polarizing issue in a way that transcends politics and reminds us all of the frailty of the human body and the invincibility of the human spirit.”

The other videos - including a study on the motivations of a war veteran and firefighter who dedicates his free time to help children that are burn victims - juxtapose nice and kind in a myriad of both practical and aspirational ways, but all circle around the same core beliefs.

KIND is inviting people to share their own take on the difference between nice and kind by submitting a written essay, photo or video. A panel of judges, made up of entrepreneurs, creative story tellers, journalists and activists, will select three winners. Those judges include:

Winners will receive $25,000 to donate to the charity of their choice, along with cash prizes and photography/videography gear to help fund their next creative project. To learn more or enter the contest, visit

About KIND Healthy Snacks

Since its founding in 2004, KIND® has been on a mission to make the world a little kinder one snack and one act at a time. KIND was born out of its founder’s desire to create a snack that was healthy and tasty, wholesome and convenient. What began as a line of premium Fruit & Nut bars sparked the creation of an entirely new healthier snacking category. Today, KIND has a family of snacks that offer solutions for a variety of different occasions.

Its recipes include nutrient-dense, simple and premium ingredients like whole nuts, seeds, whole grains, and pieces of fruit. All of its snacks are gluten free and do not contain genetically engineered ingredients.

Since day one, kindness has been at the core of its business. KIND was founded with a social mission, called the KIND Movement, which celebrates and inspires kindness through acts big and small. Today, the Movement is brought to life through both the brand and The KIND Foundation. To learn more about KIND and to join our Movement, visit

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Contact: Kristi Kleila
KIND Healthy Snacks
O: (212) 616-3006, ext. 115