Let it Shine, for Finish Quantum dishwasher tablets, is a joyous, unashamedly populist singalong to traditional gospel song This Little Light of Mine, with the lyrics playfully adapted to reflect some of the everyday objects that Finish helps to shine. It broke on 4th June across 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 and the message is delivered musically through a cinematic spot from Pulse’s Fred Scott, injecting some welcome emotion into a sometimes sterile category. Get ready to sing along…

Project: Let It Shine
Creative agency: Havas London

Client: Finish (Reckitt Benckiser)
Category Manager: Barbara Yuste
Senior Brand Manager: Chris Dunne

Agency (Havas London):
Executive Creative Director: Ben Mooge
UK Group Chief Creative Officer: Mark Whelan
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

Print Production:

Media agency: Zenith Optimedia
Exposure: TV, Digital, POS