Whirlpool has launched a new washing machine, the Brastemp Shareding Edition. OK, it exists only in name but the idea is wonderful for a Mother’s Day campaign, it builds emotional connection with the brand and it highlights a feature of the Brastemp washing machine in a very unique way.
The idea comes from FCB Brasil, developed in partnership with consulting company, Think Eva. It comes from a good place, acknowledging that women carry most of the burden of household chores and have historically endured the double burden of a career and the social pressures of caring for their homes and families. (According to an IBGE survey in 2020, women spend twice as much time as men on household chores.) Think Eva identified that women spend four years of their lives doing laundry on average. This is a time that men are free to use for personal development, career advancement, leisure, or simply resting.
The hero commercial achieved something else too. With its dash of humour, it enabled the agency to create an entertaining spot that actually contains a lot of scenes of a washing machine and a lot of information about its features.
Credits
Creative Agency: FCB Brasil
Agency Team: Amanda Fonseca, Anna Martha, Ana Paula Mancini, Andreza Cursino, Bibiana Saldanha, Barbara Feitosa, Bruna Rodriguez, Camila Galdêncio, Carolina Ferreira, Daniela Fonseca, Elton Longhi, Fabio Freitas, Fernanda Geraldini, Henrique Aquino, João Albertini, Leticia Hengles, Luiz Eduardo Doria, Marcella Huche, Marcelo Rizério, Mateus Madureira, Mayara Nunes, Nicola Aguiar, Paulo Bruno, Pedro Lazzuri, Pedro Paes, Priscilla Olegario, Rafael Merel, Renata d’Ávila, Renata Reigota, Ricardo John, Robson Cruz, Rodrigo Resende, Sâmia Reiter, Suzana Haddad, Tamires Santos, Thea Rodrigues, Tiago Santos, Thiago Ehlke, Thiago Iusim, Yllo Pedra.
Production Company: Saigon Filmes
Director: Juliana Curi
Executive Producers: Marcelo Altschuler & Carol Pessini
Client Services: Fernanda Gomes, Rafael Costa & Karin Diniz
Production Coordinators: Katiucia Soares & Natalia Cardoso
Photography Director: Licia Jardim Arosteguy da Rosa
Art Director: Carol Ozzi
Assistant Director: Flavia Meszberg
Production Director: Roberto Bellezia
Post Production: NASH Production
Post Producer: Fabio Abreu
Post-Production Coordinator: Virgini Fares
Colour: Adonias Dantas
Sound Production Company: Canja
Sound Directors: Lucas Sfair, Eduardo Karas & Filipe Resende
Musical Score: Diego Zorrilla
Sound Services: Guga Costa
Sound Coordinator: Matheus Brandão
MField Crew
Director: Flávio Santos
Artistic Director: Victor Godoy
Executive Director: Flávio Santos
Technical Director: Gabriel Lima
Client Services: Ariane Gancear
Think Eva Consulting / Think Olga NGO
Impact Director: Maíra Liguori
Strategy Manager: Mariana Cordeiro
Strategy Lead: Camila Camargo
Content and Strategy Lead: Débora Torri
Data Scientist and Production Coordinator: Isys Maciel
Project Manager: Luciana Nogueira
Client: Whirlpool
Client Team: Andrea Salgueiro, Allyne Magnoli, Gabriel Silva, Gabriella Rosa & Victoria Sagula
