Not Your Average Corporate Video

Recruitment Campaign Celebrates Corporate Culture


In an effort to attract top talent at Ontario university career fairs, Whirlpool Canada wanted to create a video that would feature interns of the past and present describing their experiences working at Whirlpool. The challenge facing Whirlpool was to effectively and genuinely convey the essence of their corporate culture that would get and hold the attention of young talent.


BTI proposed a new approach to the recruitment video – a light-hearted narrative not only featuring real interns, but also adopting an “if you worked at Whirlpool” theme. The final video featured a walkthrough of the Whirlpool Canada head office, proudly capturing personalities of various levels of staff as well as the senior leadership team, and highlighted the company’s designation as one of the top 3 “Best Workplaces” in Canada.


The video effectively told a story about a company that provided variety and opportunity, had a world-class corporate culture, valued its team members, and always found time to have fun. By offering a holistic glimpse into the many wonderful facets of their corporate culture, BTI ignited a sense of pride in the existing team too. What was originally meant to be a one-use video, was transformed into a strategic, multi-use tool that will benefit Whirlpool in a variety of recruitment scenarios and across a variety of audiences. BTI received a Platinum Hermes Award and a Gold Summit Creative Award for producing this video. 

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