'YOU BE THE JUDGE' OF THIS FINISH SPOT VIA EURO

Euro RSCG Sydney has created a totally integrated communication campaign for client Reckitt Benckiser. The ‘You Be The Judge’ campaign is for Finish PowerBall Tablets and includes three 30-second - including

this spot

- and three 15-second television commercials, POS material and the design of a new limited edition trial pack for on shelf.
Says Euro Executive Creative Director, Rowan Dean: “I was determined to move well away from the 'phony' testimonials that have proliferated over the past few years. We took the approach that if the product was as good as the Client believed it to be, then we should have no problem finding genuine, unscripted testimonials to that effect. The creative challenge, however, was to find interesting and entertaining characters who would engage the viewer over multiple viewings. As an ex-film director, I was aware that some of the most interesting locations you can find are behind seemingly ordinary suburban facades. We took the decision that come what may we would film the people in their real homes, without art direction or styling, using their families, pets, hobbies and so on as part of the narrative. We began in New Zealand, and were so thrilled by the results (which saw an instantaneous spike in sales) that we then repeated the process in Australia. We filmed more people than we actually needed to, and this put Reckitt Benckiser in the enviable position of actually being spoilt for choice in the final selection of TVC's.”
The campaign will launch Sunday night (May 20). The production house was Agenda Film Productions, and the Director, Jason Wingrove.