Whirlpool, the world’s leading global manufacturer of home appliances, launched their “Congrats, Parents” campaign during graduation season. This integrated campaign used similar messaging to celebrate a parent’s hard work – and dedication of love – to raise a child through high school graduation day across multiple advertising channels. In an effort to bring that messaging to life, we created a 2,000+ dirty plate installation at Navy Pier over Father’s Day weekend. Passersby were genuinely touched by the sentiment – making them appreciate their own parents a little bit more. The campaign included a full on-site experience team with producers, field manager and four brand ambassadors who educated and encouraged participation in the #CongratsParents social media sweepstakes. While we earned an estimated 31,200 impressions, we were more excited for the countless heartfelt moments this installation triggered. Thanks, Mom and Dad!
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