Mullen Lowe would have to use superhuman creativity to outdo its 2013 campaign for American Greetings, World’s Toughest Job.

#Thanklist comes close. In March this year US agency, Mullen Lowe, helped American Greetings to respond to the increasing nastiness in the world, and especially the digital world, by creating the ThankList, which became the core of an online campaign with Mashable and The Huffington Post using the hashtag #Thanklist.

The campaign began with a collection of five documentary films by two-time Oscar winner, Barbara Kopple, each of which focused on a different person’s reasons for being thankful.

On the ThankList site, people could create their own video or list which American Greetings aggregated into “a collective, never-ending ThankList.”

Thanksgiving gave Mullen Lowe and American Greetings an ideal opportunity to reinvigorate Thanklist. They also add a partnership with women’s lifestyle platform, SheKnows Media for extra oomph.

“Thanksgiving is a teachable, receptive moment in time in which consumers are naturally being grateful and thankful and thinking about it,” noted Alex Ho, executive director of marketing at American Greetings.

In the new, 2 minute spot from Mullen Lowe and SheKnows Media children answer the question, “What they are thankful for?” They don’t know that their parents are watching from a live feed in another room.

The campaign aims to demonstrate how much saying “thank you” can mean.

The new campaign includes digital, out-of-home and social components – again using the hashtag, #ThankList.

American Greetings has also partnered with charity, United Way Worldwide, and will donate US$1 for every ThankList created.