NEW YORK — The Mullen Lowe Group took top honors at the 2015 North American Effie Awards here Thursday night for its "World’s Toughest Job" campaign, which used a fake job ad to generate a 20% increase in the number of customers using the American Greetings Cardstore this past Mother’s Day.
Procter & Gamble was named the most effective marketer on the Effie Index for the fifth straight year.
The Effies are awarded every year to the campaigns that best demonstrate effectiveness in advertising. In addition, the Effie Index tabulates the most effective North American brands and agencies overall.
Finalists for the Grand Effie included British Airways and Ogilvy & Mather for their "Visit Mum" campaign; Newcastle Brown Ale, Heineken USA and Droga5 for "If We Made It"; Procter & Gamble’s Always, Starcom MediaVest Group and Leo Burnett for "#LikeAGirl"; and P&G’s Old Spice and Wieden+Kennedy for "Smellcome to Manhood."
After Procter & Gamble, the most effective companies in the Effie Index were IBM; WPP; Ogilvy & Mather (the network); Ogilvy & Mather New York; and Droga5.
The American Greetings campaign centered on a fake job ad seeking a candidate to perform all the duties of a mother, including "standing up almost all the time," "constantly exerting yourself" and "working from 135 to unlimited hours per week." A handful of applicants was invited to participate in video interviews, which were turned into clips shared on social media with the hashtag #WorldsToughestJob.
"The American Greetings possessed what I feel the very best ideas have in common, inevitability and surprise," said Todd Waterbury, chief creative officer of Target and member of the 2015 Grand Effie jury, in a statement. "It found a completely original way of inspiring gratitude through reframing the experience and human truth of Motherhood that provoked emotion — and action."
The awards were presented at a ceremony at Cipriani’s in Manhattan.