the brief.

Westinghouse is a brand that’s been in Australian homes for over 60 years. While winning in tradition and reliability, Westinghouse was starting to feel outdated.

We were asked to build relevance and excitement about a new fridge launch and help modernise the brand’s reputation to one that understands and celebrates real Australian families. 

the humann. idea.

When we looked at the whitegoods industry, we saw a sea of sameness. Think perfect show homes and dated family values on display (cue mum in high heels unpacking the dishwasher). So we made it humann. by making it relatable and irreverent.

We launched the first-ever The Un-Glossy magazine – teaming up with high profile and real Aussie families to produce a magazine dedicated to celebrating the beautiful chaos of everyday family life and sharing useful tips along the way.

the results.

  • Exceeded KPIs by 100%
  • 96% of coverage drove traffic to Westinghouse website
  • The Un-Glossy became an ongoing content hub