CHALLENGE
A full service marketing agency was looking to present an engaging B2B campaign to its client Whirlpool Corp. The campaign needed to embody it’s brand leadership while telling a story of why it’s target audience – building contractors, architects and interior designers – should trust in selecting Whirlpool Corp’s line of household appliance brands (Amana, Maytag, KitchenAid, Jenn-Air and Whirlpool) over it’s competitors when designing and building new residential homes.

SOLUTION
Partnering with the agency’s creatives and copywriters, an impactful, unified theme was achieved in both design direction and voice. The concept visually told the story through mirrored, side-by-side panels. The left side displayed the “before” image showed the soon to be finished kitchen with one of three targeted figures (contractors, architects or interior designers) standing in front of where a new home appliance will soon be installed. On the right panel would show the “after” image with the same kitchen in its completed appearance, including a very satisfied consumer and an eye-catching Whirlpool product as the focal point.

The campaign concept was highly praised by the agency’s senior level directors for it’s unique direction, standing clearly apart from industry competitor’s ad campaigns. It was later pitched among a select few at Whirlpool’s corporate headquarters. Once selected, custom photo-shoots would follow shortly after. Campaign assets would include integrated web, print, social and digital media advertisements.