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Category
Commerce
Annual ID
OS26_RA016M
Background
Washing machines are essential appliances in every home, making life easier. In Mexico alone, 71% of households have at least one washing machine, but less than 45% give them proper maintenance.
Whirlpool, as an industry leader, is known for offering reliable and durable appliances. However, this strong reputation presented challenges:
1) Many people believe washing machines are immortal and will never break down, which isn't true. Over the years, washing machines wear out, reducing their efficiency and becoming obsolete, regardless of brand or model.
2) In a market dominated by e-commerce, Whirlpool's online presence lagged behind, lacking solid marketing strategies to address these problems and consequently losing significant sales opportunities, especially with younger generations.
Meanwhile, a behavior was gaining strength on social media with videos of washing machines moving non-stop during the wash cycle due to failures; a dance that progressively increases until they stop working.
Whirlpool identified this insight and turned it into an opportunity by targeting this social media behavior, creating a relevant e-commerce dynamic to connect with consumers. The challenge was to transform this everyday annoyance into a fun brand experience that would drive online sales and connect with young consumers emotionally and functionally, reinforcing brand relevance through attractive discounts.
Whirlpool, as an industry leader, is known for offering reliable and durable appliances. However, this strong reputation presented challenges:
1) Many people believe washing machines are immortal and will never break down, which isn't true. Over the years, washing machines wear out, reducing their efficiency and becoming obsolete, regardless of brand or model.
2) In a market dominated by e-commerce, Whirlpool's online presence lagged behind, lacking solid marketing strategies to address these problems and consequently losing significant sales opportunities, especially with younger generations.
Meanwhile, a behavior was gaining strength on social media with videos of washing machines moving non-stop during the wash cycle due to failures; a dance that progressively increases until they stop working.
Whirlpool identified this insight and turned it into an opportunity by targeting this social media behavior, creating a relevant e-commerce dynamic to connect with consumers. The challenge was to transform this everyday annoyance into a fun brand experience that would drive online sales and connect with young consumers emotionally and functionally, reinforcing brand relevance through attractive discounts.
Creative Idea
Dancing Washers is the only e-commerce experience that capitalizes on the social media behavior of “dancing” washing machine videos, allowing users to interact to unlock exclusive benefits in our online store or through our technical service.
The dynamic was simple. Users entered dancingwashers.com from their smartphone or desktop. Within the platform, they recorded or uploaded a video of their washing machine “dancing”. Our algorithm, with an extensive music library, analyzed the movement, matching the vibrations of the washing machines with the BPM (beats per minute) of the music, synchronizing the different rhythms with the videos.
Once the analysis was complete, the platform provided users with the video and a discount code to redeem on Whirlpool's e-commerce site. The harder the dance, the bigger the discount!
Our dynamic, unlike anything the industry had seen before, delivered an innovative and disruptive experience. It sparked a social media trend, surpassing all initial goals.
The dynamic was simple. Users entered dancingwashers.com from their smartphone or desktop. Within the platform, they recorded or uploaded a video of their washing machine “dancing”. Our algorithm, with an extensive music library, analyzed the movement, matching the vibrations of the washing machines with the BPM (beats per minute) of the music, synchronizing the different rhythms with the videos.
Once the analysis was complete, the platform provided users with the video and a discount code to redeem on Whirlpool's e-commerce site. The harder the dance, the bigger the discount!
Our dynamic, unlike anything the industry had seen before, delivered an innovative and disruptive experience. It sparked a social media trend, surpassing all initial goals.
Insights & Strategy
Building genuine brand-consumer connections is increasingly challenging, especially during discount seasons when brands compete fiercely for attention, particularly in e-commerce. Whirlpool struggled to stand out, having never prioritized e-commerce and lacking engagement with younger audiences.
Understanding our audience's desire for deals and feeling valued, we developed a relevant strategy to revitalize the brand. Inspired by the social media behavior of videos showcasing malfunctioning washers, we strategically transformed this into Dancing Washers.
Rather than bombarding consumers with offers, like other brands do, we empowered them to earn discounts by sharing videos of their problematic appliances, increasing brand relevance and connecting with younger users.
Understanding our audience's desire for deals and feeling valued, we developed a relevant strategy to revitalize the brand. Inspired by the social media behavior of videos showcasing malfunctioning washers, we strategically transformed this into Dancing Washers.
Rather than bombarding consumers with offers, like other brands do, we empowered them to earn discounts by sharing videos of their problematic appliances, increasing brand relevance and connecting with younger users.
Execution
By measuring the vibrations generated by the washer's dance, Dancing Washers calculates the level of wear and tear, providing discounts or technical service.
To create this platform, we collaborated with developers to create an algorithm that analyzed vibrations and matched them to the BPM of a music library. We created animations with the Three.js library, integrating it into our site built with React.js. After extensive testing, we successfully determined the vibrations of the washing machines, assigning the discount and the ideal rhythm. More dance, more discounts.
To launch Dancing Washers, we implemented an integrated content strategy focused on social commerce, activating organic posts, paid media, and collaborations with content creators. We also partnered with TikTok, a social network where dance is a key content pillar. All of this was connected to a platform that allowed users to redeem discounts directly on Whirlpool's e-commerce site, closing the interaction and reward cycle.
To create this platform, we collaborated with developers to create an algorithm that analyzed vibrations and matched them to the BPM of a music library. We created animations with the Three.js library, integrating it into our site built with React.js. After extensive testing, we successfully determined the vibrations of the washing machines, assigning the discount and the ideal rhythm. More dance, more discounts.
To launch Dancing Washers, we implemented an integrated content strategy focused on social commerce, activating organic posts, paid media, and collaborations with content creators. We also partnered with TikTok, a social network where dance is a key content pillar. All of this was connected to a platform that allowed users to redeem discounts directly on Whirlpool's e-commerce site, closing the interaction and reward cycle.
Results
With Dancing Washers, we transformed Whirlpool's e-commerce platform into a dance floor full of discounts and technical support, something never seen before from the brand, especially in this category. In just two weeks, our audience got the e-commerce site grooving!
+47% increase during the most important sales season of the year, exceeding targets.
+40% interactions with our washers.
+136% positive sentiment.
40 million impressions.
+250 technical service requests, a historic increase, as this area had always been in the negative.
40% interaction rate, +580% vs. benchmark.
Hours and hours of User Generated Content on the platform and social media.
And the results continue because Dancing Washers is still on the dance floor. We brought the rhythm, and the washers brought the discounts.
+47% increase during the most important sales season of the year, exceeding targets.
+40% interactions with our washers.
+136% positive sentiment.
40 million impressions.
+250 technical service requests, a historic increase, as this area had always been in the negative.
40% interaction rate, +580% vs. benchmark.
Hours and hours of User Generated Content on the platform and social media.
And the results continue because Dancing Washers is still on the dance floor. We brought the rhythm, and the washers brought the discounts.
2026 Awards
Total Points: 3
Merit
Credits
Agency
VML / Mexico City
Client / Brand
Whirlpool / Monterrey
Production Company
Palmar Productions / Ciudad de México
Art Director
Jonathan Jiménez
Samuel Ríos y Valles
Chief Creative Officer
Luis Madruga Enriquez
Nino Goldberg
Rafael Pitanguy
Chief Strategy Officer
Ernest Riba
Luis Fernando Dugand
Copywriter
Pedro Germán López
Ricardo Garcidueñas
Group Creative Director
Daniel Martinez
Héctor Wallace Cruz
Rodolfo Lopez
Rodrigo Del Oso
Editor
Ángel Solís
Film Director
Pablo León
Global Chief Creative Officer
Debbi Vandeven
Motion Designer
Jorge Sánchez
Executive Producer
Carlos Fuentes
Gonzalo Ramírez
Juan Pablo Caso
Account Director
Claudio López
Sandra Esqueda
Account VP
Gabriela Gonzalez
Animation Director
Sergio Maceda
Brand Lead
Marcela Morales
Chief Executive Officer
Héctor Fernández
Creative Operations
Alfredo Chule Necoechea
Facundo Palacios
Lauren Lafranz
Head of Marketing
Tatiana Vela
Media Manager
Ilse Jasso
Project Manager
Viridiana Barroso
Shopper Creative Lead
Victor Garcés
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