No kitchen too small for a dishwasher. That’s Finish’s mantra, and the brand that’s owned by Reckitt Benckiser is showing off its digital platform, created by Wieden & Kennedy London and produced in collaboration with Bosch, that demonstrates its belief.
The website allows viewers to go on 360 degree tours of six teensy real life kitchens, then follow the link to find a dishwasher that suits. One, the rustic kitchen, is on a houseboat. Another occupies the space under the stairs. A third is colourful with a row of exclamations marks.
The campaign comes from Finish’s research in the UK that suggests In the UK, a lack of space is the key barrier to dishwasher ownership. With apartments getting smaller and smaller, this is not a good thing for the brand. Finish will be targeting people searching online for home inspiration with W+K’s campaign, including via design and DIY blogs.
To produce the virtual tours, W+K worked with with VFX studio IM360 on the videos, digital design agency, EnjoyThis, on the site, and Father on the sound effects. Ex-BMF ECDs, Carlos Alija and Laura Sampredo, were W+K’s creative directors on the project. The campaign also uses Facebook’s new 360 degree formats.
Credits:
Agency: Wieden + Kennedy London
Executive creative directors: Tony Davidson & Iain Tait
Creative directors: Carlos Alija & Laura Sampedro
Copywriter: Jason Scott
Designer: Freddy Taylor
Art Director: Joris Philippart
Group account director: Nick Owen
Account director: Sophy Woltman
Account manager: Holly Baker-Cliff
Head of planning: Paul Colman
Planning director: Tom Lloyd
Planner: Indiana Matine
Producer: Silvan Schreuder
Production design & UX: Enjoy This
Production designer: Sofia de Lacerda
Production company: Digital Domain
Executive producer: Juilan Randall
Line producer: Graham Cairns
DoP: Tom Mills
VFX company: Digital Domain
VFX producer: Ted Carefoot
