An ad that couples will keep forever
Women spend twice as much time as men doing household chores. Division of home tasks is within the 3 main reasons why couples fight. Being inside millions of homes, Brastemp Whirlpool decided to bring forth this debate.
"The Fairest Prenup" is an agreement to make the equal division of household chores a legal obligation. Based on the biggest domestic complaints, it has clauses that directly impact the couple's health and wellbeing.
It was strategically placed in wedding magazines, wedding stores and inside courthouses. Couples could also make their own version of the contract, choosing which clauses best fit theirs lifestyles.
The results? Couples signed it and kept the ad for life.
Role: Executive Creative Director