IDEA/INSIGHT
Have you ever thought about the amount of information you can gather from somebody's load? Dirty laundry holds many secrets. This is why Whirlpool works hard to ensure that the stains are out, and with them, the evidence.
ANIMATED "PRINTS"
These "prints" will live on digital billboards and social media. This southern belle will come to life and lie her way out of sticky situations, all while washing away the evidence with the help of Whirlpool.
Copy:
"No, I didn't wear your super expensive dress to the new year's party and spill wine all over it."
Copy:
"Someone started a food fight and stole the birthday cake? Who -- mmm-- who would do such a thing?"
Copy:
"Did you hear my ex-husband's house burned down? I warned that cheating fool karma would get him?"
EXPERIENTAL
A pop up speakeasy, or "SneakEasy" ;), will invite consumers to wash their secrets away.
We'll have them write a secret on a T-shirt and then throw it in one of our washers. While it goes through the cycle, they'll be able to enjoy our themed cocktails and chat with other secret-keepers.
When they're ready to go, they'll be able to pick up their clean shirt and rest assured their confessions are safe with us.
GAMING
Someone has stolen our most loyal accomplice: our Whirlpool washing machine! In this interactive investigation, our audience will help us catch the thief for a chance to win a new Whirlpool washer.
The investigation will begin on our Instagram stories, where we'll set the scene and have the participants collectively choose the hints they would like revealed. A link will then direct them to our website, where they'll complete the quest and submit their suspect for a chance to win a brand new washing machine as a reward for catching the thief.
