Whirlpool 'washes away' excuses for not doing laundry
Campaign by FCB Brasil addresses gender inequality in the household
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Whirlpool is addressing gender inequality in household tasks in a new campaign from Brazil that literally "washes away" excuses for not doing the laundry.
The campaign for Whirlpool's local Brastemp appliance brand, by FCB Brasil, centers on typical excuses given by family members who don't do the laundry, such as “I never learned how to do it,” or “I was going to, but you beat me to it.” Some of the excuses have been printed on t-shirts sent to about 200 opinion leaders, including journalists and influencers. When the shirts are laundered, the excuses disappear to reveal the message “Household chores are everyone’s chores.”
A TV spot, which is also running across digital media and apartment building elevators, shows a Bratemp washing machine washing away the excuses and transforming the t-shirts. A small number of shirts were also sold on an online pop-up store, enabling people to send them as a “gift” to a partner or significant other.
The campaign follows research that found that while 93% of Brazilian women are responsible for laundry, only 56% of their partners do the household task regularly. Women, moreover, spend an average of 21 hours per week on household chores.
“Doing the laundry is everyone’s job; our society can no longer tolerate a gender-based division of tasks,” said Allyne Magnoli, marketing director at Whirlpool, in a statement.
"The information about how to do the laundry, or other household chores, is available to everyone,” added FCB Brasil executive creative director Marcelo Rizério. “Many say they don’t know how, and yet they routinely perform tasks that are much more complex. The excuses are so superficial, and so dirty, that we decided to literally wash them away.”
Credits
- Date
- Sep 23, 2021
- Client :
- Whirlpool
- Agency :
- FCB-Brasil
- Client Services :
- Elton Longhi
- Client Services :
- Thiago Iusim
- Client Services :
- Mayara Nunes
- Client Services :
- Samia Reiter
- Client Services :
- Letícia Hengles
- Client Services :
- Carolina Andrade
- Planning :
- Renata Dávila
- Planning :
- Bruna Rodriguez
- Planning :
- Marcella Huche
- Planning :
- Isabela Katayama
- Media :
- Fabio Freitas
- Media :
- Eliane Bernardino
- Media :
- Nicola Aguiar
- Media :
- Teresa Urbano
- Media :
- Tiago Santos
- Media :
- Robson Cruz
- Creative :
- Anna Martha
- Creative :
- Ana Becker
- Creative :
- Marcelo Rizerio
- Creative :
- Kaue Sá
- Creative :
- Lucas Buled
- Creative :
- Marta Carvalho
- Creative :
- Renata Reigota
- Creative :
- Thea Rodrigues
- Creative :
- Thiago Moralles
- Creative :
- Juscelino Vieira
- Creative :
- Liandra Monteiro
- Production :
- Fernanda Geraldini
- Production :
- Carolina Ferreira
- Production :
- Amanda Fonseca
- Production :
- Camila Galdêncio
- Production :
- Daniela Fonseca
- Production :
- João Albertini
- B.I. :
- Barbara Feitosa
- B.I. :
- Priscilla Olegario
- Production Company :
- Landia
- Production Company :
- M&A
- Director :
- Aline Lata
- Managing Director & Ep :
- Carolina Dantas
- Managing Director & Ep :
- Sebastian Hall
- Executive Producer :
- Valentina Baisch
- Executive Producer Assistant :
- Larissa Delfini
- Production Coordinator :
- Camilla Bastos
- Production & Coordination Assistant :
- Natália Petrechen
- Production & Coordination Assistant :
- Luciana Andrade
- Production & Coordination Assistant :
- Mari Prado
- DOP :
- Erico Toscano
- Art Director :
- Rafa Blass
- 1st AD :
- Tati Klein
- Production Director :
- Andrea Beni
- Location Production :
- Tati Setton
- Art Production :
- Gisela Villalva
- Art Assistant :
- Mari Godone
- Post-production Coordinator :
- Elton Bronzeli
- Post-Production :
- Landia
- Post-Production :
- M&A
- Copywriter :
- Breithner Monteiro
- Color Grading :
- Marla Colour Grading
- Sound Production Company :
- Cabaret
- Production :
- Bruno Peras
- Maestro :
- Guilherme Azem
- Mixing and Sound Editing :
- Luiz Ortega
- Mixing and Sound Editing :
- Guilherme Azem
- Client Services :
- Ingrid Lopes
- Client Services :
- Flávia Caparelli
- Client Services :
- Barbara Russiano
- Coordination :
- Verusca Garcia
- Coordination :
- Chandra Lima
- Coordination :
- Carol Oliveira
- Voiceover :
- Michele Bittencourt
- Director :
- Flávio Santos
- Product and Relationship Director :
- Gustavo Almeida
- Artistic Director :
- Victor Godoy
- Director of Operations and New Business :
- Gabriel Lima
- Client Services :
- Viviane Costa
- Influencer Marketing Specialist :
- Georgia Murta
- Client Approval :
- Andrea Salgueiro
- Client Approval :
- Gustavo Ambar
- Client Approval :
- Allyne Magnoli
- Client Approval :
- Gabriel Silva
- Client Approval :
- Wendel Teixeira
- Client Approval :
- Stefany Saraiva
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