The Wash Less Project

The Wash Less Project boldly challenges category conventions by having a washing machine brand advocate for washing less. We transformed a universal guilty secret - the "laundry chair" where clothes pile up between washes - into a revolutionary design statement that makes sustainable behavior aspirational.

The 'Wash Less Project' perfectly embodies the VML philosophy: seamlessly blending strategy, creativity, and innovation to generate positive impact, even on society. Today, consumers are more informed and discerning than ever about the environmental footprint of their purchases. It's the brand's imperative to offer concrete, authentic proof of sustainable commitment. Creativity not only credibly communicates these efforts but transforms environmental challenges into powerful opportunities for transformation, differentiation, and growth.

Michele Picci

Group CCO of VML Italy

We were fighting against the deeply ingrained, environmentally damaging habit of over-washing clothes, a paradox where 71% of Italians cared about the environment but 87% over-laundered. Our enemy was the "laundry chair" – a symbol of hidden guilt and unsustainable behavior. We fought for a future where sustainability wasn't a sacrifice, but an aspirational, stylish choice, transforming an guilty secret into a proud design statement. We aimed to prove a washing machine brand could credibly advocate for less washing, shifting from consumption to conscious living.

The "laundry chair" insight was everything. Our research revealed that 58% of Italians had this designated spot for worn-but-not-dirty clothes, with 74% hiding it from guests. This tension – between environmental concern and a secret, unsustainable habit – was the spark. It showed us that people wanted to be more sustainable but lacked an elegant solution, creating a profound opportunity to transform a universal guilty secret into a proud, sustainable statement.

We partnered with 2 Italian design icons to reimagine the "laundry chair" as design furniture. The resulting piece combines innovative materials with striking design. Crafted with self-cleaning, recycled fabric and an elegant antler-inspired design, it actively encourages mindful laundry habits, making sustainable living stylish and visible.

We are growing Whirlpool's brand perception as a leader in sustainability, with 89.68% believing Whirlpool helps them act more sustainably (+14% increase) and 91.13% finding it admirable that a washing machine brand encourages less washing. We anticipate significant growth in environmental impact, with 70.2% of users willing to reduce laundry by one cycle weekly, potentially saving 1679.2 liters of water and 10.1 kg of CO2 annually per household.