Campaign details
Brand: WhirlpoolClient: WhirlpoolAgency: DigitasLBi North America
Summary
This paper discusses the genesis of Whirlpool's new brand idea on the true meaning of Care, and the manifestations of that over the first two years of the campaign.
It'll talk about planning's usefulness in unearthing a transformative truth. And the curiosity and persistent pursuit of creative inspiration throughout the whole process, not just in getting to the brief. Planning helped Whirlpool finally find its "why."
It should inspire other brands with an illustration of what needs to be done rather than just jumping on the...