In partnership with DigitasLBi, communications consultancy Ketchum, and Whirlpool Corporation, Mai Iskander wins the Creative Data Grand Prix award at the 64th annual Cannes Festival of Creativity for their Whirlpool ‘Care Counts’ campaign.
The campaign also won a PR Gold Lion (Data Analytics & Insight Generation) and two PR Bronzes Lions (Durable Consumer Goods, Integrated Campaign).
CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY 2017:
Create Data Grand Prix Gold Lion: Creative Data
PR Gold Lion: Research, Data Analytics & Insight Generation
PR Bronze Lion: Durable Consumer Goods
PR Bronze Lion: Integrated Campaign Led by PR
For this campaign, Whirlpool installed washers and dryers in schools to give students access to clean clothes and tracked attendance rates. They found that attendance rates in participating children increased by 93%.
Cannes Jury president Eric Salama said Whirlpool’s ‘Care Counts’ represents an important shift from “storytelling to story doing,” illustrating how brands can have a practical and positive impact.