Reckitt Benckiser-owned dishwashing brand Finish has created a digital platform aimed at the design-savvy, in which it takes viewers on 360 degree tours of "tiny" kitchens.
The campaign, by Wieden & Kennedy London and created in collaboration with dishwasher manufacturers such as Bosch, is hosted on a website where viewers can take a virtual look at six real life kitchens including one on a houseboat, one that creatively makes use of under-stairs space and another colorfully designed by an artist. With each, viewers can follow a link to find a suitable dishwasher.
The campaign aims to prove that even in the tiniest kitchens, being creative with space can make room for a dishwasher. In the U.K., research by the brand found that the key barrier to dishwasher ownership is space. At the same time, the design trend for "small space living" has become something of a cultural phenomeon, and the campaign aims to tap into that. Finish will be targeting people hunting for home inspiration online with the campaign, including via design and DIY blogs.
Visual effects studio IM360 helped create the videos and digital design agency EnjoyThis worked on the site, with sound effects provided by Father. W&K also collaborated with Facebook and the campaign will make use of the social media platform's new 360-degree formats.