Finish x COLMO | The Purest Place on Earth
2020-08-31

German dishwashing detergent brand, Finish, took netizens on a magical tour through six of the purest places on earth. A welcome invite to touch and feel all things pure during months of lockdown, quarantine, travel bans, and as overseas travel has become the biggest luxury in 2020. 

 


According to previous user research, travel is the primary pastime for the Chinese new middle class. 35.9% of them take more than 10 trips a year going abroad. Among them, hiking, exploring, and other forms of travel have become mainstream. So, Finish partnered with Colmo, a premium kitchen brand, to create a journey to extreme pure places for the target market. 

 


“Touching the extreme pureness from different corners of the world, similar to touching the pure, clean liquid of Finish products” was the jump-off point for the campaign. 


1. Seeking Pureness Short Film

To produce the film, Finish, Colmo, and F5 Shanghai assembled six pureness-discovering teams from all over the world:  Iceland, Alaska, Hawaii, Norway, Sahara, and Hulunbuir. The different production teams then searched for the purest glaciers, rivers, seas, forest, deserts, and grasslands that could bring the purest experiences around the world to every user. 


 

To simplify this already complex production that was happening during a global pandemic, the teams were citizens of the host countries. After taking nucleic acid tests, the teams complied with local epidemic policies of their countries. 

 

First Stop: Solheimajokull Glacier, Iceland

Here we have the purest glacier on the earth.

In Icelandic, “Solheimajokull” means “sun home.” Hidden beneath this silent ice expanse is the Katla volcano, one of Iceland’s most active volcanoes. If you go deeper, you will see a magnificent landscape that fuses volcanic ash and ice. 


 


Second Stop: Oslomarka, Norway

Even The Beatles and Haruki Murakami could not capture the beauty of Norwegian Wood. In Oslo, forests cover almost three quarters of the city. The forests there are quiet and spotless, fulfilling every explorers’ purest fantasies. Here, man can be one with nature.

 



Third Stop: Waimānalo Beach, Hawaii

The Hawaiian Islands may attract millions of beach lovers, but WaimānaloBeach remains a pristine mystery. You can wake up to the sound of the sea, and can touch the purest sea water.

 



Fourth Stop: Hulunbuir, China

The untainted grassland of Hulunbuir gives birth to herds of cattle and sheep, galloping horses, and herdsmen. The purest grassland rolls like waves in the breeze, as if sky and pure green earth have merged into one.

 



Fifth Stop: The Portage Glacier, Alaska

In the far outskirts of Alaska, the Portage is bordered by tall mountains with snow that never melts. There, our team was able to encounter the purest stream, with water so clear that they could see until the very bottom of the river.

 



Sixth Stop: Merzouga Desert, Morocco

The sixth and last stop was the Sahara Desert. This place witnessed Sanmao's purest love, and according to legend, every time she would think of her loved one, a grain of sand would fall from the sky and thus, the Sahara was formed. This purest desert in the world has the brightest and softest yellow sand, a dazzling sight to behold. 

 


2. Interactive Microsite

Finish also believes that hands should touch purer things, so they also developed an interactive microsite along with the online films. Upon entering the site, users are greeted with an image of the earth and six options of pure places they could choose from. Users swipe a place they want to experience, such as one with ice, sand, grass, sea, forests, or streams. As people touch their screens, the materials react, as if the users touched it with their own hands. They also hear the “purest sound” recorded in ASMR mode. Towards the end of the interaction, users can tap a white plate that appears on their screens, further conveying the message that Finish allows one to get the purest feelings with their pure, clean dishwashing products.

 




3. Global Resources

In order to be able to accomplish the global pureness seeking campaign in the middle of a global pandemic, F5 did everything possible and impossible. This was the first time they involved resources from so many different time zones in one project. From Africa to Europe to North America, their domestic officers had to adapt and experience three regions’ time zones in two weeks, maintaining close contact with other units.

 

Iceland team



Morocco team



Alaska team


Alice Yang, who was in charge of all the filming work around the world, talks about the challenges faced behind the scenes.  

“Iceland is famous for its strong winds all year round, even in August. The weather is unpredictable. In order to get a close-up view of the crystal-clear ice and sound of the touch, crew members had to join hands to form a ‘human ladder’ to get into the water, and even prepared to go barefoot in near zero temperatures.” 

 

“In the forest, we didn’t notice the presence of mosquitoes. But after a while, all our feet hurt from bites that swelled up like movie special effects.” 

 

“In Hawaii, there was one wave that wet all the crew, cameras, and recording equipment. Basically, the photographer had to squat in the water to capture all the details.”

 

“It was raining cats and dogs in Alaska during August, and the only way to the filming site was flooded, so we had to wade back and forth, and there was no use in having a raincoat or a water cover. We couldn’t start the camera until everything dried out. Experiencing rain in the mountains was really challenging.” 

 

“En route to a decent spot in the Hulunbuir grasslands, everything was so muddy that our car slipped into a trap. Thankfully, the local diver was able to pull us out of it.”

 

“In Morocco, it’s normal for temperatures to reach above 40 ˚ C in August, but no one wants to enter the desert area at this time of year. Everyone knows it’s difficult to work in 50 ˚ C heat, especially when its windy, and equipment can get destroyed by the sand. On the last day of shooting, there was a severe sandstorm coming. Fortunately, the shoot was quick. Otherwise, the whole team would been trapped in the desert. ”


The pandemic has not changed the way F5 works. The team is experienced in working with partners and suppliers from different parts of the globe. 

 

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