More about the campaign: Tackling the issue of water scarcity, Whirlpool wanted to target Gen Z and younger generations of customers to inspire them to adopt water-saving habits and consider its efficient appliances.
With the water issues particularly acute in Mexico, Whirlpool’s campaign in collaboration with its agency VML, for the “Misión Agua” (Water Mission) project ran in the country and other neighbouring territories.
VML worked alongside the sustainable adtech company ThanksToYou, which ensured the use of low-emission digital inventory, optimised video streaming and reduced energy consumption from unnecessary resellers during programmatic bidding. This led to 12 tons of emissions being eliminated, with the 25 tons that were produced being offset.
Commercially, the home appliances brand sold out of some of its energy efficient products, tracked a 72% boost to web traffic and consumers associated the company with “water saving and sustainability”.
Our judges said: “Whirlpool’s campaign is a fantastic example of how sustainability can be embedded into both message and method. It proves that sustainability doesn’t have to be dry or guilt-driven – it can be inspiring, joyful, and commercially success.
