• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

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.

  • The World's Toughest Job
  • The World's Toughest Job
  • The World's Toughest Job
  • The World's Toughest Job
  • The World's Toughest Job

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again