#SkipTheRinse Challenge

When you rinse your dishes before loading the dishwasher, you waste up to 20 gallons of water every time. So Finish wanted to find a way to get people to take the pledge to #SkipTheRinse and save water. Together, 20 gallons saved could become up to 150 billion gallons of water. We created a TikTok Challenge with a catchy song and dance and convinced people to “pass the dish” by tagging their friends to spread the word.

The 3-day campaign was a huge success, breaking TikTok campaign KPIs. In the first 3 days, the campaign garnered:

~2.74 billion views, and it continues to grow (7.1 billion as of May 11, 2021)
~1.64 billion total video creations
~808k total challenge participants

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Agency: Annex88
Client: Finish (Reckitt)

Role: Senior Art Director
Senior Copywriter: Derek Peet
Executive Creative Director: Florent Imbert