20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 13

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WORLD’S TOUGHEST JOB
BRAND & CREATIVE:
Cardstone
These days, people don’t usually get too excited
about greeting cards.
That’s why Cardstone teamed up with ad agency Mullen
to create a fake job description for a “Director of
Operations” -- aka “Mom.” The job application included
degrees in medicine, finance, and culinary arts. 24
people applied, and they set up a fake Skype interview
for the position -- then compiled the interviews into
a video. The ad made people realize just how much
STEAL THIS
Show gratitude for your customers
in your marketing campaigns.
A little trickery never hurt anyone
if there’s a good ending.
mothers do for their children, and it hit all four cate-
gories of OMFG awesome: awe-inspiring, emotional,
positive, and surprising. After the video launched it
was quick to spread around social media and news
channels. Cardstone saw 2.7 million impressions, over
21 million views, and 1.6 million social shares