American Greetings "world's toughest job" by Mullen Boston

The card company American Greetings has scored a viral hit with its campaign for Mothers' Day, which falls on the second Sunday in May in the US. The Boston agency Mullen, which created the online campaign, posted a fake job vacancy for a director of operations at Rehtom Inc and then held webcam interviews. Applicants were told about the arduous nature of the job – which involved working around-the-clock hours and was unpaid – before the interviewer revealed that he was talking about motherhood. The work, which has been viewed nearly seven million times on YouTube since being published on 14 April, was written by Blake Winfree, art directed by Andrea Mileskiewicz and directed by Amir Farhang through Caviar.

Credits

Agency
Chief creative officer
Executive creative directors
Creative director
Associate creative director/copy
Associate creative director/art
Executive director of integrated production
Head of broadcast
Producer
Account director
Account supervisor
Director of digital strategy
Senior brand strategist
Production company
Director
Executive producer
Producer
Editorial
Editor
Assistant editor
Senior producer
VFX
Lead VFX artist
Assistant artist
Senior producer
Audio post
Sound design/mixer
Music
Casting
Casting agent

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