The World’s Toughest Job
American Greetings and Cardstore is running “The World’s Toughest Job”, an online video campaign promoting Mother’s Day greetings for May 11, 2014. The four minute video sets up a scenario in which 24 job seekers are interviewed through online video conversations for a job with unlimited hours, no breaks and a list of demanding responsibilities, listed as Director of Operations at a company called Rehtom Inc (rehtom.net). Finally all is revealed. It’s about moms as professionals of the highest order. “The most important job is also the world’s toughest job.” Viewers of the YouTube video are encouraged to visit the microsite and add their perspective: worldstoughestjob.net. Responses to the video range from teary affirmation to concern over the reinforcement of gender stereotypes over parenting roles.
The World’s Toughest Job campaign was developed at Mullen, Boston, by chief creative officer Mark Wenneker, executive creative directors Tim Vaccarino and Dave Weist, creative director Jon Ruby, associate creative director/copywriter Andrea Mileskiewicz, associate creative director/art director Blake Winfree, executive director of integrated production Liza Near, head of broadcast Vera Everson, account director Jessica Zdenek, account supervisor Laila Lynch, director of digital strategy Eric Williamson, senior brand strategist Ryan Houts.
Post production was done at PS 260 by editor JJ Lask, assistant editor Colin Edelman, senior producer Laura Lamb Patterson, VFX artist Patrick Lavin, assistant artist Matt Posey.
Audio post was done at Soundtrack by sound designer/mixer Mike Secher. Music was produced at Human Worldwide.
Casting at House Casting was by casting agent Shawn Alston.