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.
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.