Whirlpool | Every day, care™ Campaign

Gold Effie Award (Brand Renaissance)
Bronze Effie Award (Home Furnishings & Appliances)
Gold Chicago Addy Award

In a category dominated by cold metal and feature wars, we reinvented the Whirlpool brand with a simple, emotionally resonant idea: every household chore is an act of love. Inspired by the sacrifice and dedication that families put into cooking, cleaning, and washing, day in and day out, we created a campaign and a series of acts to change the way people think and feel about the value of that care.

Every day, care™ Anthem Spots

Grammys Activation

Perceptions of Care (Branded Content Series)

Connect to Care: Product Innovation

What if every load of laundry you did could help build a house for a family in need? Introducing Connect to care™ : the first app that combines charity and smart home appliances to help every family thrive. We partnered Whirlpool with Habitat for Humanity to bring this revolutionary idea to life — making Every day, care™ not just a campaign, but actually built into the appliances.

Product Spots

Campaign Case Study

Whirlpool Print   Lurzer's Archive Vol 6 12/14

A consecutive series of print ads, shot from a fridge's unique perspective, shows how Whirlpool kitchen appliances play a central role in various family rituals of everyday care. The entire series was featured in Lurzer's Archive Vol 6 12/14.