DigitasLBi's Whirlpool Campaign Will Change Your Perception of Care

Whirlpool has just launched a new video initiative called Perceptions of Care, telling the stories of two real-life families, both part of the quickly growing "sandwich generation"—people who care for their aging parents while caring for their own children. It's a first-time partnership for Whirlpool and DigitasLBi with Upworthy – and the first time Upworthy has collaborated this closely before on original content with a brand and agency, as part of their Upworthy Collaborations program.

There are two videos - each one tells the story of a real-life family that's living in the sandwich generation. We're opening these families' eyes to the profound impact of the care they give, and receive, every day, and the broader impact that has on their lives. The first video just went live here and here.

On the heels of a new brand campaign launched last month, this is Whirlpool's first big act of care for their Every day, care™ project – tangibly proving the value and impact of acts of care, with more projects coming over the next year.

DigitasLBi conceived and directed the creative, while DigitasLBi and Upworthy worked together on content development and audience strategy. Upworthy led distribution. In addition to these two newly created videos, Whirlpool will sponsor several curated videos on Upworthy.com that drive to the Perception of Care work.

The two videos will be distributed via Upworthy's social channels and newsletter, as well as Whirlpool's social channels and their Every day, care microsite.

Full Credits

Advertising 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

Copywriter: Samantha Bordignon

Executive producer: Greg Lederer

Executive Vice President, 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

Production/Distribution: Upworthy

Production/Distribution: Upworthy

Ashley Simon, Head of Video

Kitty Overton, Producer

Production Company: Goodstory

Director:  Mai Iskander 

Executive producer: Paula Cohen/Susan Horn Toffler 

Editing House: Cutters

Editor: Kathryn Hempel 

Executive Producer: Craig Duncan 

Producer: Patrick Casey/Julia Pepe 

Finishing

Studio: Sol Chicago 

Music House

Composer: Earhole Music 

Audio Mix

Studio: Another Country/Chicago