Challenge
66% of households own a dishwasher, but on average, consumers are only running it one time a week. Cascade asked us to develop a campaign to change consumer behavior and dispel dishwasher myths.
66% of households own a dishwasher, but on average, consumers are only running it one time a week. Cascade asked us to develop a campaign to change consumer behavior and dispel dishwasher myths.
Campaign
We launched a steamy new campaign designed to come clean about dirty myths: Do It Every Night (To Save Water).
We launched a steamy new campaign designed to come clean about dirty myths: Do It Every Night (To Save Water).
Leaning into the humorous misdirect, we partnered with some of the biggest names in film, television, and social to make a habit of running the dishwasher every night, including PSA-style content featuring Sarah Michelle Gellar and Freddie Prinze Jr, Instagram content with celebrity couples like Ice T and Coco, and television integrations on The Daily Show and The Ellen Show.
We also partnered with Bonneville Environmental Foundation’s Change the Course Campaign to restore water to water-stressed parts of the United States.
Results
Cascade’s Do It Every Night has generated over 1.8 billion earned impressions, 114 million video completes, 608M social engagements, 109M clicks and swipes to site, and a 25% increase in nightly dishwasher usage for the brand. But more importantly, it has saved 25 billion gallons of water in its first year.
In the first twenty-four hours alone (before paid media even kicked in), the Sarah and Freddie video racked up over one and a half million organic views, sparking national news coverage on Access Hollywood, EXTRA, and Entertainment Tonight.
Awards
PRWeek US Awards 2021
Honorable Mention, Best in Broadcast/Film/Video
PRWeek US Awards 2021
Honorable Mention, Best in Broadcast/Film/Video
Digiday Awards 2020
Shortlist, Best Social Good Campaign
Shortlist, Best Social Good Campaign
Innovation SABRE Awards — North America 2021
Shortlist, Best in Brand Narratives
Shortlist, Best in Brand Narratives
Shorty Awards 2021
"Cascade x The Daily Show"
Shortlist, Comedy Video
"Cascade x The Daily Show"
Shortlist, Comedy Video
Creative Director
