Whirlpool 'Every day, care' by DigitasLBi

New campaign makes appliances part of the family

BENTON HARBOR, MICH. — Whirlpool has stepped away from product features with a new campaign that focuses on the role appliances play in family life.

"Every day, care" is Whirlpool's biggest-ever brand campaign. According to Whirlpool Corp., "Whirlpool brand’s approach is uniquely inspired by families who have been caring for each other generation after generation, capturing raw moments, not just aspirational perfection."

As part of the launch, Whirlpool will strike up conversations about chores and family togetherness with a national survey, academic white paper findings and multiplatform digital content.


Brand, company: Whirlpool, Whirlpool Corp.
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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