PLL x Whirlpool Partnership - 2024

Whirlpool x PLL Partnership

In the fall of 2023, Whirlpool brand announced its partnership with the Premier Lacrosse League (PLL) during the unveiling of home cities for the league's eight teams, as part of the "Welcome Home from Whirlpool" campaign. This initiative marked a significant moment in professional lacrosse, and for me personally, it was a full-circle experience—returning to the sport that consumed my life in high school and during my freshman year of college.

As the partnership evolved, I took on a more active role in bringing it to life. Collaborating closely with the PLL, we developed a unique television spot that aired during games, highlighting Whirlpool brand's position as the founding partner of the Maryland Whipsnakes. We also created engaging social content to promote the partnership, designed an on-site fan experience program, and produced a content series featuring athletes preparing memorable meals using Whirlpool appliances.

The impact of our efforts were substantial. The partnership garnered over 2.7 billion media impressions, significantly surpassing the target of 231 million that the league had set, and more importantly demonstrating the power of integrated brand storytelling. This collaboration not only celebrated the intersection of sports and home life but also underscored the effectiveness of strategic partnerships in connecting brands with their audiences.

WoW Studios
Chief Creative Officer: Tito Ramirez
Creative Director - Whirlpool: Gloria Dusenberry
ACD - Art: Jin Young & Dennis Sulit
ACD - Copy: Matt Bush
Copywriter: Chris Deaver

Whirlpool Brand
VP of Brand: Shannon Blakely
Brand Manager: Emily Spaeter

PLL
Creative Director/Director: Jordan Shiparski
VP, Brand Partnerships: Kristen Bandos
Director, Brand Partnerships: Sumner Franklin

TV Spot

Pregame Plates - Episode 1 with Alex Aust Holman

Click HERE for the remaining 4 episodes, featuring Brennan O’Neil, Tom Schreiber, Marcus Holman and Trevor Baptiste