Brastemp Whirlpool is the largest home appliance brand in the world. The fact that it is present in millions of homes implies responsibilities, such as emphasizing that household chores are for everybody, and opposing the gender gap. While some men still think they are "helping" with chores, we need to show them that they are only doing what's fair.

Our goal was to leverage a creative idea to bring forth the debate about equal division of household chores, while the objective was to raise awareness to change the mindset that household chores are a woman's task.

The Fairest Prenup is an official document designed to make the equal division of household chores a legal obligation. Based on the most common household complaints, it has 25 clauses covering the use of household appliances, as well as routine tasks that directly impact the couple's health and wellbeing.

First, the contract was placed in wedding magazines and even at the courthouses. Then, in the hotsite, people could choose the clauses that worked best for them, and, after signing it, downloading a personalized version of the agreement.

Brastemp has been raising awareness about gender inequality in household chores as a strategy to create value and differentiation in a commoditized category. Through research and social listening, we understood that although the public debate was gaining volume, men were still able to get away with much, simply by letting women take the initiative. It was time to take the issue to the next level and move from discourse into action: simply pointing out what is fair wouldn't be enough to change men’s behavior; we needed them to fully commit.

So we decided to give women a little help. We aimed the campaign at women who were planning their wedding, a time when people buy new household appliances. The message was potentially far-reaching, so we could both talk to our core demographic in a relevant moment of consideration, and also raise the brand’s mental availability.

The Fairest Prenup was created after analyzing data on complaints related to the division of household chores. Each clause was especially written to cover at least one chore that is usually a point of contention among couples.

Speaking of couples, our campaign was released in late April, shortly before the month when most weddings take place.

The contract was made available where brides usually find wedding-related content: wedding magazines (110,327 copies throughout Brazil), wedding websites, billboards (80 placements in Sao Paulo), and especially near and inside courthouses. We also scaled up the message with product placement on TV (reach of 2,611,171)

On the hotsite, people could choose the clauses that worked best for them, and download a personalized version of the agreement. The "Fairest Prenup" went viral and drew the attention of several influencers (estimated reach: 17,049,390).

As a result, our campaign totaled over 350 million impressions. When the contract was available for download, we had over 1,500 downloads in the first day. The Brastemp Whirlpool website showed a 529.43% growth in pageviews compared to the week before.

The Fairest Prenup represented a turning point in the lives of many couples who not only signed and had the document authenticated, but who actually began to share household chores equally. After all, if it's on paper, it must be upheld.

The campaign went viral and attracted the attention not only of engaged couples, but of everyone. Influencers and non-influencers alike started to organically share the document. It was a game-changing campaign for the brand and a life-altering commitment for the couples.