Winning Hearts by Shining a Light
Whirlpool had been the largest corporate sponsor of Habitat for Humanity since 1999 but they never shared it with the public. We decided to use this little-known fact in an effort to build customer loyalty and create audience engagement. Reba McEntire agreed to become our spokesperson to help deliver the partnership message and generate greater awareness. Whirlpool even sponsored her concert tour as an event platform to fundraise and sign up volunteers for home-builds. The award-winning campaign was successful for both Whirlpool and Habitat and even became a Harvard Business School case study for best-in-class cause marketing and brand-building.
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Creative Director / Art Director / Writer / Designer
National print spread