Living in house with a #1 global brand sitting squarely at the #3 position has a particular anxiety and vibrancy to it. Together, in house, we harnessed that energy by bringing together the engineers, designers, sales teams, brand managers and more to create one of the simplest and most powerful briefs I have ever developed.

The job to be done?

Beat Bosch at everything.

This may seem like an impossible task considering we were up against a considerable difference in media spend and overall brand perception in major appliances. But, to hear a room full of engineers exhaustedly explain that they spent years designing and manufacturing a superior product galvanized us. We just needed to prove it. We didn’t have to look far because if you owned one of these dishwashers you were quite compelled to sing it’s praises (present company included). So that’s exactly what we did. We put music to the consumer experience and hummed that tune all the way to the top of the category.