Marketing, Motherhood, and Mayhem

Hardest working person in America

June 28th, 2010 by Deb McLean

Mitchum’s “Hardest Working Person in America” campaign is an example of great creative that pulls you in and also has that crucial brand identification.  Producer/director Brett Ratner is the creative force behind the campaign.

The Hardest Working Person in America campaign features a contest designed to find, highlight and reward the hardest working man or woman in the country based on video submissions to the campaign’s site, www.mitchumhardestworking.com. The American public votes on which person featured among the top ten finalists will be named, “The Hardest Working Person in America” and will be rewarded with $100,000 and the subject of a short film by Albert Maysles and Bradley Kaplan. The HWPIA campaign is a great example of integration as it features TV, print and digital media, as well as social networking platforms including Facebook, Twitter, YouTube and Flickr.

The campaign was created to reward the American tradition of hard work, to capture the real-life work ethic of people across the country and to drive awareness to Mitchum products, “the hardest working antiperspirant and deodorant on the market”.

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