Mullen Lowe’s #worldstoughestjob for American Greetings is big Effie effectiveness winner

Here’s another big documentary-style award winner but it’s not Procter & Gamble’s #LikeAGirl for Always. The North American Grand Effie for most effective marketing has, instead, been won by Mullen Lowe’s #worldstoughestjob for American Greetings (hashtag indigestion here), a spoof series of interviews for a ‘director of operations’ post with no rest, sleep or money.

American Greetings says sales targets were exceeded by 20 per cent and the ad, if such it be, has scored nearly 25m YouTube views.

#LikeAGirl was one of the runners-up. Maybe these two will do battle in Cannes.