Finish - "Dishes"

Wieden+Kennedy

Wieden+Kennedy London, Regno Unito

Premi

28926

Marca: Finish
Paese: Regno Unito

Cliente: Reckitt Benckiser

Titolo	Dishes
Agenzia	Wieden+Kennedy
Campagna	Every dish, everytime
Cliente	Reckitt Benckiser
Marca	Finish
Data di Prima Diffusione/Publicazione	2015 / 4
Settore	Detergenti superfici, saponi
Trama	Modern life is riddled with dirty dishes, and Finish wants to help.A new 40-second, rapid-fire ad created by Wieden + Kennedy London for the dishwasher soap (owned by Reckitt Benckiser) runs through the various types of human activities that might make a mess of plates, bowls and glasses—and it turns out pretty much all of them do.
Filosofia	The deliberately grandiose concept could easily feel like an overreach for a mundane product, but the execution is brisk enough—with enough rich detail, quirky absurdity and clever insight packed in—to actually be kind of delightful, like when a shellshocked new father is beset by a gang of floating, filthy baby bottles.It also shows W+K's knack for punching up the emotional significance of even dull brands with beautifully shot spots. "Dishes," directed by Riff Raff's Megaforce, feels a bit like a cross between W+K London's hypnotizing work for Lurpak butter and the Portland mothership's slice-of-life campaign for Target from a few years back. It probably helps that the Finish idea is loosely based on the fundamental truth that everyone has to, you know, eat. But it should resonate particularly with anyone who's ever looked at a stacked sink after a hearty meal and thought, in a moment of extraordinary laziness, "Really? Again?"The voiceover's kicker, "Every dish, every time," drives home the point that the product will leave you freer to focus on what matters, rather than living elbow deep in pots and pans. A second new ad takes a similar quick-cut approach, from the narrower perspective of a single glass. It's also full of deft touches that tell smaller stories within the bigger one. (If the vessel is hosting a party on Saturday, it's helping cure heartburn on Sunday.) The payoff—keeping glasses shiny—is less ambitious, and less rewarding, but clear enough. The odds of that glass surviving long enough for it to matter, though, are pretty slim. And it's not really worth wondering where dishes go when they die.
Tipo di Media	Televisione
Lunghezza	40 seconds
Editing Company	Final Cut
Special Effects / VFX	The Mill New York
Mix Company	Factory Studios
Creative Director	Laura Sampedro
Creative Director	Carlos Alija
Creative	Cal Al-Jorani
Creative	Erin Swanson
Executive Creative Director	Iain Tait
Executive Creative Director	Tony Davidson
Agency Executive Producer	Danielle Stewart
Group Account Director	Nick Owen
Account Director	Francesca Purvis
Head Of Planning	Beth Bentley
Planning Director	Paul Coleman
Planner	Tom Lloyd
TV Producer	Genevieve Sheppard
Assistant TV Producer	Chloe Roseman
Creative Producer	Monika Andexlinger
Interactive Producer	Silvan Schreuder
Casa di Produzione	Riff Raff Films
Director	Megaforce
Executive Producer	Matthew Fone
Line Producer	Jane Tredget
Direttore della fotografia	David Ungaro
Editor	Joe Guest
Execuive Post Producer	Gemma Humphries
Visual Effects Supervisor	Hitesh Patel
Flame Artist	Gary Driver
Flame Artist	Andrew Wood
Visual Effects Producer	Alex Candlish
Titles, Graphics	George Adams
Music, Sound	Siren Factory
Composer	Alex Baranowski
Producer	Sian Rogers
Sound Design	Anthony Moore
Sound Design	Neil Johnson
Sound Design	Jon Clarke
Producer	Rebecca Bell