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Reckitt Benckiser: Let It Shine by Havas London

Date: Jun 2018
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Havas London has unveiled its first major work for Finish – the world’s leading auto dishwashing brand – since it won the account back from Wieden + Kennedy in 2017.

Let it Shine, for Finish Quantum dishwasher tablets, is a joyous, unashamedly populist singalong to traditional gospel songThis Little Light of Mine, with the lyrics playfully adapted to reflect some of the everyday objects that Finish helps to shine. It breaks on todayacross TV,online and at point-of-sale, and will run globally for 12 months.

The campaign is based on the insight that ‘shine’ is the ultimate indicator of a perfect clean. The brand believes that consumers should not just expect their dishes to be clean – but to be so clean they shine. This film champions the fact that only Finish Quantum can deliver results that live up to this expectation.

Credits

Project: Let it Shine

Client: Finish (RB)

Category Manager: Barbara Yuste

Senior Brand Manager: Chris Dunne

Creative agency: Havas London

Executive Creative Director: Ben Mooge

UK Group Chief Creative Officer: Mark Whelan

Deputy Executive Creative Director: Elliot Harris

Creatives: Joe Williams

Business Director: Ainhoa Wadsworth

Senior Account Director: Charlie Read

Account Manager: Tati Yanchoglo, Sarah Jacobs

Agency Production Lead - Reckitt Benckiser: Louise Bonnar

Agency Producer: Charlotte Lawrence

Assistant Agency Producer: Adrianne Godfrey

Head of Strategy RB & Strategy Partner: Chantelle Begley

Strategy Director: Tilly Swann / Becky Taylor-Wilknison

Film production:

Production company: Pulse

Executive Producer: Lucy Kelly

Producer: Chris Harrison

Director: Fred Scott

DoP: Jaime Feliu Torres

Editor: Billy Mead @ Ten Three

Post-production: Absolute (Live Action), Time Based Arts (CGI)

Audio post-production: Nick Angell @ Angell Sound

Music Production: Soho Music

Media agency: Zenith Optimedia

Exposure: TV, Digital, POS