FINISH Leave it to dishwashers.

Driving global penetration by changing behaviour.

In many countries—from China to Russia, Brazil to Turkey—where handwashing dishes remains the norm, Finish saw growth tied to promoting automatic dishwashing. Partnering with leading appliance brands like Bosch, Siemens, Beko, and Haier, they aimed to shift consumer behaviour and highlight the benefits of machines. Changing such entrenched habits is tough, especially at global scale. So, we held up a mirror to the absurdity of handwashing, making rubber gloves—the classic symbol of drudgery—our playful “enemy.” Using humor, music, and a relatable truth, the campaign broke through, staying true to Finish’s voice and moving beyond the usual dry, fact-heavy messaging.