Jun
05
'World's Toughest Job' Wins Grand Effie at North American Effie Awards
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“The World’s Toughest Job” campaign for American Greetings received the North American Grand Effie, the top prize at the annual Effie awards honoring effectiveness in marketing.
The campaign, which was created by Mullen Lowe and reeled in 21 million views, showcases a series of real job interviews for “director of operations,” an unpaid position that requires you to stand on your feet for 24 hours a day. Eventually the interview reveals that the post is already filled by mothers.
The media effort met American Greetings’ sales goals for the entire year, increaseing orders by 20%, according to its entry.
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