AMERICAN GREETINGS

WORLD'S TOUGHEST JOB

With Mother’s Day fast approaching, and card sales for that occasion on a steep decline, we convinced American Greetings (a company built on meaningful connections) to honor Moms by casting them in a different light. And to get to that truth, we had to tell a lie. We created a fake job description based on everything moms do and placed ads for it online and in newspapers. Then we interviewed real people. The result was a video embraced by over 26 million YouTube viewers who experienced laughs, tears and a newfound appreciation for what might just be the world’s toughest job. It won a bunch of hardware including a North American Grand Effie and American Greetings told us we were better Partners than Disney. But the biggest honor we all got was the overwhelming approval of our mothers.