Dettol "We protect what we love" by McCann London

Dettol has launched a brand campaign as the world prepares to step into a post-lockdown society.

Adopting a cautiously optimistic stance, the brand  now synonymous with hygiene and antiseptic  wants to give people confidence to live life to the full. This strategic shift comes with the launch of the slogan: "We protect what we love." At the campaign's centre are three 60-second films, showcasing authentic, real-life stories of determination and commitment to the things that matter.

The films star bicycle shop owners and brothers Ben and Alex from Nottingham; Yasmin of the Saltley Stallions Women’s Football Club; and Catlin Leigh, rising Lancastrian judo star. The campaign was created by Richard Holmes and Simon Lotze at McCann London and the films were directed by Mindcastle and produced by MindsEye. It also includes digital and point-of-sale advertising.

Credits

Brand
Agency
Director
Production company
Sound
RB
Marketing director, Dettol Europe
Senior brand manager
Brand manager
Creative director
Creative team
Managing partner
Business director
Global strategy director
Planning director
Planner
Account director
Senior account manager
Producer
RB digital Studios
Creative director
Strategy lead
Project director
Project manager

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