The "Misión Agua" campaign, developed for our client Whirlpool Mexico, has been honored at the Ad Net Zero Awards in London, in a strategic collaboration with VML and the startup ThanksToYou. The project won in the "Best Practice in Sustainable Media Planning" category, an award given by the world's leading organization for decarbonizing advertising.
This prestigious award, whose shortlist included global brands like Diageo and Haleon, highlights the reduction and measurement of carbon footprint through innovative processes. The joint effort between Ilse Jasso of Whirlpool Corporation, Dafne Celeste Martínez Herrera, Media Manager at VML Mexico, and Lorena Andrade Galán of ThanksToYou, was key to achieving a campaign consistent with Whirlpool's environmental narrative, providing verifiable data under the strict Ad Net Zero framework.
Thanks to ThanksToYou's technology, the emission of 12 tons of CO₂ was avoided, equivalent to the pollution generated by a car driving around the Earth four times.
The success of "Misión Agua" demonstrates that a sustainable media strategy is not only responsible but also highly effective for business. The campaign generated compelling results:
- Double-digit growth in sales of high-efficiency washing machines.
- Positioning Whirlpool among the Top 3 brands associated with sustainability in Mexico.
- +23% in green purchase intention among consumers.
- Currently, 4 out of 10 consumers now recognize Whirlpool as a sustainable brand.
This achievement is a milestone that places Whirlpool and VML at the forefront of digital advertising. "Misión Agua" sets a new standard, proving that sustainability applied to media planning is not only possible but also generates greater efficiency, trust, and a positive business impact.
