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Brastemp's Campaign Washes Away Gender Inequality in Household Chores

FCB Brasil launches 'Washing Away Excuses' with spot directed by Landia's Aline Lata

Brastemp's Campaign Washes Away Gender Inequality in Household Chores

Women spend an average of 21 hours per week on household tasks, and FCB Brasil’s 'Washing Away Excuses' for Brastemp addresses that inequality.

When it comes to the division of household tasks, gender inequality in Brazil is real. A 2018 study by IPEA found that while 93% of Brazilian women are responsible for laundry, only 56% of their partners do the household task regularly.

That is supported by additional research from the Think Eva collective in partnership with appliance brand Brastemp, which found that women spend an average of 21 hours per week on household chores—including laundry-related tasks such as separating, hanging out to dry, ironing, folding and storing. This is time their spouse can devote to everything from hobbies to professional development.

This unequal division of labour is a literal hot-(and sometimes cold) button issue that’s the basis of a new campaign from Brastemp that aligns with its strategy of doing away with traditional stereotypes around the division of household tasks.

“Doing the laundry is everyone’s job; our society can no longer tolerate a gender-based division of tasks,” says Allyne Magnoli, Marketing Director at Whirlpool, which owns the Brastemp brand. “With that in mind, we are including in the campaign (in)famous excuses given by family members who do not engage with tasks in the laundry room, preferring to ‘outsource’ the work.

Some of those excuses, which range from “I never learned how to do it,” to “I was going to, but you beat me to it” are the basis of “Washing Away Excuses,” a playful and incisive campaign from FCB Brasil.”

Some of the excuses have been printed on t-shirts sent to about 200 opinion leaders, including journalists and influencers. When the shirts are laundered, the excuses disappear to reveal the message “Household chores are everyone’s chores.” A small number of shirts were also sold on an online pop-up store, enabling people to send them as a “gift” to a partner or significant other.

The campaign’s :60 anchor spot shows those excuses literally being washed away with the easy-to-use Brastemp washing machine. Videos are also running across digital media and apartment building elevators, and the campaign will also be discussed on the Globo Network’s Atlas Horas TV show. The idea is to bring the debate to the masses and add a new perspective on household chores, said Magnoli.

“The information about how to do the laundry, or other household chores, is available to everyone,” says FCB Brasil executive creative director Marcelo Rizério. “Many say they don’t know how, and yet they routinely perform tasks that are much more complex. The excuses are so superficial, and so dirty, that we decided to literally wash them away.”

The 'Washing Away Excuses' campaign is a continuation of the “Brastemp Shared Edition” campaign that launched in May demonstrating just how ingrained the idea that laundry is “woman’s work” has become in society.

Timed to coincide with Mother’s Day, which tends to feature an abundance of ads propagating the idea that women are primarily responsible for household tasks like laundry, the campaign promoted the brand’s fictitious new 'Sharing Edition' washing machine—featuring an exclusive “Household Chores Division” cycle. The accompanying spot described it as innovative technology that’s been around for 60 years.

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Credits 'Washing Excuses'

Agency: FCB Brasil

Client: Whirlpool

Product: Brastemp Washing Machines

Title: Washing Excuses

CEO/ CCO: Ricardo John

Client Services: Elton Longhi, Thiago Iusim, Mayara Nunes, Samia Reiter, Letícia Hengles, Carolina Andrade

Planning: Renata Davila, Bruna Rodriguez, Marcella Huche, Isabela Katayama

Media: Fabio Freitas, Eliane Bernardino, Nicola Aguiar, Teresa Urbano, Tiago Santos, Robson Cruz.

Creative: Anna Martha, Ana Becker, Marcelo Rizério, Kaue Sá, Lucas Buled, Marta Carvalho, Renata Reigota, Thea Rodrigues, Thiago Moralles, Juscelino Vieira, Liandra Monteiro

Production: Fernanda Geraldini, Carolina Ferreira, Amanda Fonseca, Camila Galdencio, Daniela Fonseca, João Albertini

B.I: Barbara Feitosa, Priscilla Olegario

Production Company: Landia & M&A

Director: Aline Lata

Managing Directors & Ep: Carolina Dantas, Sebastian Hall

Executive Producer: Valentina Baisch

Executive Producer Assistant: Larissa Delfini

Production Coordinator: Camilla Bastos

Production & Coordination Assistants: Natália Petrechen, Luciana Andrade, Mari Prado

Dop: Erico Toscano

Art Director: Rafa Blass

1st Ad: Tati Klein

Production Director: Andrea Beni

Location Production: Tati Setton

Art Production: Gisela Villalva

Art Assistant: Mari Godone

Post-Production Coordinator: Elton Bronzeli

Post-Production: Landia & M&A

Copywriter: Breithner Monteiro

Color Grading: Marla Colour Grading

Sound Production Company: Cabaret

Production: Bruno Peras

Maestro: Guilherme Azem

Mixing and Sound Editing: Luiz Ortega, Guilherme Azem

Client Services: Ingrid Lopes, Flavia Caparelli, Barbara Russiano

Coordination: Verusca Garcia, Chandra Lima, Carol Oliveira

Voiceover: Michele Bittencourt

Director: Flávio Santos

Product and Relationship Director: Gustavo Almeida

Artistic Director: Victor Godoy

Director of Operations and New Business: Gabriel Lima

Client Services: Viviane Costa

Influencer Marketing Specialist: Georgia Murta

Client approval: Andrea Salgueiro, Gustavo Ambar, Allyne Magnoli, Gabriel Silva, Wendel Teixeira and Stefany Saraiva

Credits 'Brastemp Shareding'

Advertising Agency: FCB Brasil

Client: Whirlpool

Product: Brastemp Washing Machines

Title: Brastemp Shareding

CEO/ CCO: Ricardo John

Client Services: Elton Longhi, Thiago Iusim, Mayara Nunes, Ana Paula Mancini, Samia Reiter, Letícia Hengles.

Planning: Bruna Rodriguez, Marcella Huche, Renata Davila.

Media: Fabio Freitas, Nicola Aguiar, Tiago Santos, Robson Cruz, Mateus Madureira, Tamires Santos.

Creative: Anna Martha, Marcelo Rizério, Renata Reigota, Thea Rodrigues, Bibiana Saldanha, Henrique Aquino, Pedro Paes, Rodrigo Resende, Rafael Merel, Suzana Haddad, Thiago Ehlke, Yllo Pedra.

Production: Fernanda Geraldini, Carolina Ferreira, Amanda Fonseca, Camila Galdencio, João Albertini, Andreza Cursino, Luiz Eduardo Doria, Pedro Lazzuri.

B.I: Barbara Feitosa, Priscilla Olegario

Production Company: Saigon Filmes

Director: Juliana Curi

Executive Producer: Marcelo Altschuler, Carol Pessini

Client Services: Fernanda Gomes, Rafael Costa, Karin Diniz

Production Coordinators: Katiucia Soares, Natalia Cardoso

Photography Director: Licia Jardim Arosteguy da Rosa

Art Director: Carol Ozzi

Assistant Director: Flavia Meszberg

Production Director: Roberto Bellezia

Wardrobe: Juliana Prysthon

Casting: Rodrigo Hoffmann (Chuck)

Assembly: Daniela Guimarães

Post Producer: Fabio Abreu

Post-Production Coordinator: Virgini Fares

Color: Adonias Dantas

Post Production: NASH Production

Sound Production Company: Canja

Sound Directors: Lucas Sfair, Eduardo Karas, Filipe Resende

Musical Score: Diego Zorrilla

Sound Services: Guga Costa

Sound Coordinator: Matheus Brandão

Director: Flávio Santos

Artistic Director: Victor Godoy

Executive Director: Flávio Santos

Technical Director: Gabriel Lima

Client Services: Ariane Gancear

Maíra Liguori: Think Eva and Think Olga Impact Director

Mariana Cordeiro: Think Eva and Think Olga Strategy Manager

Camila Camargo: Think Eva and Think Olga Strategy Lead

Débora Torri: Content and Strategy Lead

Isys Maciel: Data Scientist and Production Coordinator

Luciana Nogueira: Think Eva and Think Olga Project Manager

Client approval: Andrea Salgueiro, Allyne Magnoli, Gabriel Silva, Gabriella Rosa, Victoria Sagula.

Category: Home , Laundry

Genre: Comedy