CLIENT
Reckitt Benckiser
Faisal Waheed, Regional Marketing Director
Taha Rehman, Senior Brand Manager
Muhammad Urva, Head of Media
Rishabh Bansal, Category Marketing Manager
Caroline Jamal, Media Manager
AGENCY
Fabio Silveira, General Manager, Creative
João Medeiros, Executive Creative Director
Justine Dib, Account Manager
Anshuman Bhattacharya, Associate Creative Director
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
UM MENA
Dominic Honess, Business Director
Ahsen Mujtuba, Media Manager
SUMMARY
In the dishwashing category in the GCC where all brands focus on product RTBs, Finish took a distinct anti-category approach challenging water waste. Through purpose-led communication it inspired people to preserve the region’s rarest gift -water- by adopting a dishwasher instead of hand-washing. As more people were inspired to purchase a dishwasher, more water was preserved. And since the average dishwasher lasts 10 years, it will support Finish, the market leader, for years to come and save billions of liters of water every year.
