The Fairest Prenup

Agency: FCB Brazil


Do you promise to love, cherish, and do your fair share of household chores? As part of its ongoing efforts to humorously highlight the discrepancy between how household tasks are divided among couples, appliance company Brastemp Whirlpool has introduced “The FairestPrenup.”

The agreement makes the equal division of household chores a “legal” obligation, asking couples who are about to share a home to promise to assume equal responsibility for doing the laundry, cooking, cleaning, etc.

The campaign, a follow-up to last year’s successful “Washing Away Excuses,” is built around the insight that while household chores should be everyone’s responsibility, there is not a fair division of labour among couples—with women overwhelmingly assuming the bulk of responsibility.

This professional campaign titled 'The Fairest Prenup' was published in Brazil in June, 2022. It was created for the brand: Whirlpool, by ad agency: FCB Brazil. This Experiential and Integrated media campaign is related to the Household Products industry and contains 2 media assets. It was submitted over 1 year ago.


Client: Whirlpool Corporation
President Whirlpool Brazil: Andrea Salgueiro
Executive Vice President, Marketing & Sales VP: Gustavo Ambar
Marketing Director: Allyne Magnoli
Brand Strategy Senior Manager: Felipe Santos
Brand & Business Manager (Laundry): Haline Pinto
Brand & Business – PR: Paulo Alves
Marketing Manager: Juliana Cereto
Product Manager Latam: Gabriela Rosa

Agency: FCB Brasil
Chief Creative Officer: Ricardo John
Executive Creative Director: Anna Martha Silveira
Executive Creative Director: Marcelo Rizerio
Creative and Innovation Director: Pedro Araujo
Associate Creative Director: Heloisa Ribeiro
Associate Creative Director: Leticia Rodrigues
Art Director: Rafael Rosa
Copywriter: Daniel Neme
Art Director Intern: Mariana Cabrera
Concept Director: Ana Becker
Content Team: Bibiana Saldanha, Thea Rodrigues, Marta Carvalho
Media Team: Tiago Santos, Mateus Madureira, Elmayr Barros, Guilherme Castanho, Robson Cruz, Isabella Rosati
Account Team: Elton Longhi, Claudia Schneider, Mayara Nunes, Luizye Konstantinow, Carolina Andrade, Letícia Hengles
Strategy Team: Renata D'Ávila, Mariana Teixeira, Isabela Panico, Jaqueline Tampelli, Marcella Huche, Lucas Maciel
Chief Growth Officer: Fábio Freitas
Data Intelligence Team: Priscilla Olegario, Carolinne Dantas
Project Manager Team: Renata Reigota, Amanda Zambrana, Anna Strohm

Production: FCB Studio
Motion Designer & Editor: Henrique Aquino
Integrated Production Director: Fernanda Geraldini
Broadcast Supervisor: Carolina Ferreira
Graphic Production Team: João Albertini, Daniela Fonseca
Technology Team: Juscelino Vieira, Liandra Monteiro
Photographer: Gabriel Moura
Executive Director: Thais Sanches
Filmmaker: Rafael Avancini
Location Scout: Calixto de Carvalho
Set Assistant: Jhonatan Barbosa
Production Assistant:Mariana Bueno
Casting: Agencia Y Model

The Good Burger
Prostate Cancer UK


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