FINISH Hiking Guide
WHAT: Concept & Production of a Hiking Guide that shows – not the nicest, but driest and dead areas – as a strong PR Tool for awareness around the highly important topic water stress, especially in Germany. The Hiking Guide is an on- and offline part of FINISH’s (Reckitt Benckiser) "No pre-rinse, save water" campaign.
HOW: Give FINISH a clear attitude towards the topic of saving water, which we use as a smart hook for the dishwashing tab product. Add credibility and Know-How with the cooperation with Marco Polo and Komoot. Add surprising facts and helpful water saving tips for everyday life to position FINISH as an expert.
WHO: The PR campaign kicked off in March 2021, the release of the hiking guide (haptic and digital form) was in June 2021.
WHEN: Reckitt Benckiser & FleishmanHillard. My work was: Ideation, Concept & Campaign, partly Project Management.