American Greetings: World's toughest job

This case study describes US site Cardstore.com's campaign for Mother's Day that shook consumers' indifference to buying their mothers a card by showing the amazing professional she is.

American Greetings: World's toughest job

Agency: MullenLowe

Creative effectiveness

In 2015, we told the Cannes Effectiveness story of how American Greetings (AG), a U.S. greeting card brand, created the second most shared video in the world in the month of April 2014.1

The world's toughest job campaign

To promote Cardstore.com, American Greetings' online resource for creating, personalizing, professionally printing and sending a greeting, we created #worldstoughestjob — a YouTube video designed to get people around the world to remember why "Mom" is so worthy of appreciation on Mother's Day.

We decided that the only way...

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