Living in-house with a #1 brand sitting squarely in a #3 position has a particular vibrancy and anxiety to it. Which we transformed into a fantastic brief.

The Job to Be Done?
Beat Bosch at Everything.

Which is awesome and huge and daunting and a very tall order on a limited budget.

We didn’t have to look hard to find that KitchenAid Dishwasher owners were figuratively falling in love with our literal metal box.

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When you have an incredible product, people love it and we are all sitting in the same room nodding at each other, well, that’s just fun. So, we harnessed all that mojo and created the first ever love song to a dishwasher. 20+ million YouTube views and a trip to the #1 spot in the category was the result.