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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Mitchum: In its first dedicated advertising effort in five years, deodorant brand Mitchum is launching the "Hardest Working Person in America" campaign, encompassing TV, print and digital media, as well as social networking platforms such as Facebook, Twitter, YouTube and Flickr, the Revlon brand announces. The effort includes a contest to find, highlight and reward the hardest-working person in the U.S. based on video submissions to MitchumHardestWorking.com. Top 10 finalists will be announced July 19 and the winner will be chosen the week of Aug. 15. The winner will receive $100,000 and be the subject of a short film by documentarians/filmmakers Bradley Kaplan and Albert Maysles. The two artists also created four short films detailing the work of men and women across the country. Those films, along with four others from marketing groups, were shot documentary style and will be viewable both on TV and on the branded website

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