Whirlpool has launched a new digital video campaign called "Perceptions of Care." It tells the stories of two real-life families that are part of the quickly growing "sandwich generation" — people who care for their aging parents while also caring for their own children.
The campaign is a first-time partnership for Whirlpool and DigitasLBi with the website Upworthy, and the first time Upworthy has collaborated this closely on original content with a brand and agency as part of its advertising partnership program, Upworthy Collaborations.
DigitasLBi conceived and directed the creative, while DigitasLBi and Upworthy worked together on content development and audience strategy. Upworthy led distribution.
"This was definitely a much deeper collaboration than what Upworthy’s role has been with other brands," Morgan Carroll, EVP and executive creative director at DigitasLBi, told Campaign.
"We conceived the idea and drove the creative, as any agency typically would during a standard project," Carroll said, "but Upworthy partnered with us the whole way through the process — helping secure the director and production company, consulting on set, helping with casting and locations, and staying involved throughout post-production as well. This is in addition to the work they did with us on audience strategy and consulting on what works/what doesn’t."
The two videos will be distributed via Upworthy's social channels and newsletter, as well as Whirlpool's social channels and its "Every Day, Care" microsite.
Creative agency: DigitasLBi
EVP, executive creative director: Morgan Carroll
SVP, group creative director: Michael Frease
VP, creative director: Jeremy Bacharach
VP, group director, creative strategy: Dirk Reinhardt
Associate creative director: Chris Jansma
Executive producer: Greg Lederer
EVP, account management: Chris Reed
VP, group account director: Andrea Kroll
VP, account director: Stacy Ryan
VP, director, social content: Mark Book
VP, director, media: Caitlin Finn
Account director: Kristine Kobe
Media supervisor: Ryanne Donnellon
Copywriter: Samantha Bordignon
Head of video: Ashley SimonProducer: Kitty Overton
Production company: Goodstory
Director: Mai Iskander
Executive producers: Paula Cohen, Susan Horn Toffler
Editing House: Cutters
Editor: Kathryn Hempel
Executive producer: Craig Duncan
Producers: Patrick Casey, Julia Pepe
Finishing: Sol Chicago
Composer: Earhole Music
Audio mix: Another Country