Finish pushes its new Dishwashing Tablet range in latest integrated campaign via Now Screen

Screen Shot 2018-06-26 at 2.06.13 pm.jpgIn an increasingly competitive category, Finish is continuing to innovate and lead the market with its new campaign for Finish Quantum Ultimate via Now Screen.

Now Screen's team led a multi-agency campaign encompassing TV, digital, PR, point of sale and more. At its heart is a celebration of Australia's love of food, featuring some of our favourite meals and the millions of different ways each Aussie family prepares them. But they all result in one thing: a lot of very messy dishes. And there's only one way to clean them: new Finish Quantum Ultimate.

Now Screen has created a series of TVCs and the key imagery, which appears across multiple integrated consumer touchpoints.

Says Mardi McConnochie, senior writer, Now Screen: "The Australian Finish team wanted a campaign that was uniquely Australian, and which communicated the special place Finish occupies as one of our favourite and most trusted brands.

"We're very excited to be working with the RB team on such a major launch and leveraging the variety of ways we cook the same meals to demonstrate how well Finish Quantum Ultimate tackles all the tough messes our food adventures leave behind."

Client: Finish (RB)
Marketing Director: Arnaud Sudre
Category Manager: Lorna Ash
Senior Brand Manager: Claire Groom
Strategic Alliance Manager: Amy Kitchener
Agency: Now Screen
Global Creative Director: Dana Holder
Account Director: Andrea Robertson
Strategy Director: Chris Loukakis
Senior Writer: Mardi McConnochie
Art Director: Charlotte Ducastel
Designer: Rita Lami
Director: Nick Robertson
DOP: Benjamin Shirly
Executive Producer: Petra Valent
Casting Director: Toni Higginbotham
Producer: Michael Hollis
Production Manager: Chrysanthi Minglis
Editor: Esteban de la Concha


Ehm said:

Did I miss something here?

MIA said:

Miss something? Nah.

Content agency gets an opportunity to produce advertising and makes content. Then PR it as advertising using words like leverage to try to make it less like content but end up sounding like the client. Ultimately, it's a big opportunity missed and just bland wallpaper with no insight, strategy or craft attached to it.

Why said:

Why do people bother doing PR for this shit?

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