Concept Work (Unreleased)
To create a connection between Whirlpool Canada and the largest visible minority group in Canada - South Asians, we connected an idea deeply rooted in the South Asian cultural, to their industry leading laundry products
To reach out to this growing community, a social media campaign was created for the festival of Holi, a Hindu festival of colours. This platform would allow us to connect directly with consumers across all age groups.
As a festival, Holi is now celebrated across continents because of the growing diaspora of South Asian communities. The acceptance of the festival has also outgrown its cultural significance. It is now celebrated by different ethnic groups around the world.
Connecting Culture and Product
Culture: Holi is a festival in which people put colours on each other, sing and dance. It is a celebration of togetherness and unity and it characterized by vibrant colours; vibrant colours that leave tough stains on clothes.
Product: Whirlpool and Maytag have maintained their industry superiority in the washing and drying category.
The idea showcases the perfect connection between the consumer, culture and product, and the colourful creative was crafted to fit with Whirlpool and Maytag’s brand language and identity.