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The World's Toughest Job

Award: Wood Pencil

Wood Pencil / Integrated & Innovative Media / Earned Media Campaigns / 2015

Last Mother's Day, on behalf of American Greetings and hard-working, multifaceted mums everywhere, Mullen set out to honour their important role by getting people to see mums in a different light. To get to that truth, they told a lie. Mullen created a fake job ad based on everything mums do and placed it online and in newspapers. Then they interviewed real people. The result was a video embraced by over 23 million YouTube viewers who found laughs, tears, and a newfound appreciation for what might just be the world's toughest job.

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