Mullen Lowe and American Greetings Continue Elevating the Greeting Card Industry by Taking Home Top Prize at Effie Awards
Cleveland (June 5, 2015) – American Greetings World’s Toughest Job online video ad has not only surpassed 24 million views, but it continues to sweep the advertising and marketing industry awards. Last night in front of a full house at the 2015 Effie Awards Gala, held in New York City, American Greetings walked away with four gold Effies and the highest honor of the North American Grand Effie winner (best in show) for effective marketing. Mullen Lowe created the World’s Toughest Job campaign last year to support Mother’s Day greeting card sales, and the viral video continues to be a perennial favorite among consumers who believe in showing appreciation and gratitude for all the moms in their lives.
The Effie Awards, which are recognized as “the pre-eminent awards in the industry and recognizes any and all forms of marketing communication that contribute to a brand’s success,” brings the running total of awards won by World’s Toughest Job to 49. While this is impressive marketing industry recognition that many would expect from large consumer brand companies, this honor is especially important for the greeting card industry, one that thrives on making meaningful connections and is present at the most important occasions in everyone’s lives.
“I am beyond thrilled that the creative work of Mullen Lowe has been recognized by its peers, but more than that, I realize what it means for the greeting card category,” said John Beeder, President and Chief Operating Officer of American Greetings. “We knew immediately that our team at Mullen Lowe had presented us with something special, but to be honored alongside some of the world’s most prestigious brands tells me that people appreciate the power of sending personal greetings and that our industry is alive and well in the minds of our consumers.”
As a company that prides itself on its own creativity, American Greetings empowered Mullen with creative latitude when it came to developing World’s Toughest Job; receiving validation from the industry proves it was the right direction.
“The American Greetings (ad) possessed what I feel the very best ideas have in common, inevitability and surprise,” said Todd Waterbury, Chief Creative Officer of Target Corporation and member of the 2015 Grand Effie Jury. “It found a completely original way of inspiring gratitude through reframing the experience and human truth of Motherhood that provoked emotion—and action.”
About American Greetings Corporation
As a leader in meaningful connections, American Greetings Corporation is a creator and manufacturer of innovative social expression products that assist consumers in making the world a more thoughtful and caring place. Founded in 1906, the Company's major greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has one of the largest collections of greetings on the Web, including greeting cards available at Cardstore.com and electronic greeting cards available at AmericanGreetings.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the AG Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $2 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit www.corporate.americangreetings.com.