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DigitasLBi Proves Every Act of Care Counts for Whirlpool

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Agency brings some sunshine to home appliance brand campaign

DigitasLBi Proves Every Act of Care Counts for Whirlpool

Whirlpool, in partnership with DigitasLBi, has just launched a new multi-million dollar integrated campaign that aims to change the perception of how people view the daily chores necessary to care for their family: Every day, care.

Breaking away from what you normally see in appliance category marketing, the campaign is not about machine efficiency or a flashy new feature. The Every day, care campaign leverages new insights (with research from a behavioral psychologist at Brown University) around the attitudes and effects of chores like laundry, cooking, and cleaning, and their role in family life. 

The thought: While simple chores may seem insignificant, and even tedious, simple acts of care play a huge role in shaping the people we love and the world we live in. As a brand that provides the tools and support we need to do these chores, Whirlpool’s Every day, care campaign pays tribute to what it takes to care, every day – and how these simple acts impact society. From clean clothes improving truancy rates, to family dinners developing better reading skills, acts of everyday care have more power than people ever give them credit.

This is Whirlpool’s largest brand campaign to date, and also features print ads, a new microsite, social media, digital display, and more TV launching soon. For digital, media partners include: Audience on Demand (DBM, AOP & FBX programmatic), Facebook, House Beautiful, Upworthy, Crowdtap, YouTube, Good Housekeeping, and Viewpoints.

Full Credits

Advertising Agency: DigitasLBi

EVP, Executive Creative Director:Morgan Carroll

SVP, Group Creative Director: Michael Frease

VP, Creative Director: Louie Calvano

VP, Creative Director: Jeremy Bacharach

Sr Art Director: Maria Gonzales

Sr Art Director: James Collins

Sr Copywriter: Andy Masur

Copywriter: Samantha Bordignon

Art Director: Taylor Hopp

VP, Executive producer: Greg Lederer

VP, Sr. Producer: Snake Roth

EVP, Account Management: Chris Reed

VP, Group Account Director: Andrea Kroll

VP, Account Director: Stacy Ryan

Account Director: Kristine Kobe        

Print Photographer: Callie Lipkin

Stills Photographer:  Paul Aresu

Production Company: Epoch Media Group   

Director: Martin De Thurah              

Director of Photography: Lasse Frank 

Executive producer: Melissa Culligan

Line Producer: Youree Henly

Voiceover talent: Peter Jessop

Editing House: Rock Paper Scissors

Editor: Mikkel Neilsen           

Executive Producer: Eve Kornblum

Producer: Danny Hirsch/Mark Bacharara

Finishing: Hootenany, Chicago

EP: Don Avila

Music House: Genuine Music

Composer: John Ferreira

Engineer: Mike Tholen

Audio Mix: Chicago Recording Co

Mixer: Mark Ruff

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Genres: Scenic, People

Categories: Home Appliances, Kitchen

Digitas, Tue, 07 Oct 2014 15:39:38 GMT