THE WORLD'S TOUGHEST JOB
MULLEN, Boston / AMERICAN GREETINGS / 2015
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Overview
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Overview
BriefExplanation
We created a job posting for a company, Rethom Inc. (“Mother” nearly spelled backwards), listing everything moms do under the title: Director of Operations. From the 24 inquiries, we invited 12 individuals to evaluate and provide real-time feedback and testimonials on camera about the job posting. Every applicant thought the requirements were too tough for any one person, were blown away by the over-the-top requirements and could not fathom that the job was unpaid. We captured their real, raw reactions on camera in the form of a single piece of film and only revealed at the end that we were talking about moms.
EntrySummary
With Mother’s Day right around the corner, we needed a fresh way to make our target audience (women age 35 – 45) not only think of but truly appreciate their mothers. If we were successful they would end up sending them a Mother’s Day card through Cardstore.com. Our insight was that even though moms have the toughest job in the world, we don’t really treat it like a real job. But what if we did?
The YouTube video immediately caught on and became an overnight viral success.
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