"The World's Toughest Job" campaign for American Greetings received the North American Grand Effie, the top prize at the annual Effie awards honoring effectiveness in marketing.
The campaign, which was created by Mullen Lowe and reeled in 21 million views, showcases a series of real job interviews for "director of operations," an unpaid position that requires you to stand on your feet for 24 hours a day. Eventually the interview reveals that the post is already filled by mothers.
The media effort met American Greetings' sales goals for the entire year, increasing orders by 20%, according to its entry.
Proctor & Gamble was named the Most Effective Marketer in North America for the fifth consecutive year, followed by IBM, Kimberly-Clark, Wal-Mart and American Greetings. IBM also earned the title of Most Effective Brand, for the "Made with IBM" and #IBMFoodTruck campaigns.
Ogilvy & Mather reclaimed its title as Most Effective Agency Network, its third such nod in five years. WPP Group was honored as Most Effective Holding Group, its second win in four years, with Publicis Groupe number two.
Other finalists for the Grand Effie included "#LikeAGirl" for P&G's Always by Starcom Media Vest Group and Leo Burnettt; "Visit Mum" for British Airways by Ogilvy & Mather; "If We Made it" for Newcastle Brown Ale and Heineken USA by Droga5; "NBC Sports Network: Barclays Premier League" for NBC Sports Group by The Brooklyn Brothers; "Milk-Bone Brushing Chews" for Big Heart Pet Brands by FCB/RED; and "Smellcome to Manhood" for P&G's Old Spice by Widen & Kennedy.