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Whirlpool came to us to solve a historical myth that exists in several states in northeastern Brazil, washing machines ruin clothes. So we brought a campaign that talks about care, both with family and clothes. And to properly approach this topic, we chose embroidery. In addition to being typical of the entire region, it conveys care even with delicate clothes.

We then called northeastern embroiderers to embroider each element by hand. Exploring the mosaics with cobogós. It’s a strong cultural icon of the northeast region, very common in the architecture of houses laundries. Each element was embroidered, photographed and edited to create our mosaic.

For the choice of fonts, in addition to the standard typographic family of the brand, we brought Soulcarft, made by Massimo Studio inspired by Brazilian vernacular typography. And besides, it has a movement that we explored to allude to the movements of the machine, helping us to show all the features of the product.