As we approach a more cautiously optimistic half of 2021, Dettol’s new UK brand campaign encourages us to tap into the passions that make us truly happy - and protect what we love doing most.
We’ve all learned what’s worth protecting during the pandemic. Whether it’s the weird and wonderful hobbies that kept us sane, the small business we managed to keep afloat, or the close-knit communities that held us together.
Dettol products have been by our side since 1933 when Dettol medicine was first used in hospitals to prevent post-natal sepsis in mothers. The brand has since become a global byword for germ kill and antiseptic. However, Dettol is now adopting a more positive life-enabling stance, helping give us the confidence to live life to the full. The new campaign is a clear manifestation of this strategic shift and the new ‘We Protect What We Love’ global brand platform, reflects the powerful human instinct to protect what matters.
Content advertisement created by McCann, United Kingdom for Dettol, within the category: House, Garden.
Creative Director: Matt Crabtree
Creative Team: Richard Holmes, Simon Lotze
Managing Partner: Kate Modeland
Business Director: Naomi Beaumont
Global Strategy Director: Karen Crum
Planning Director: Matilda Ruffle
Planner: Ipeknaz Erel
Account Director: Elena Kalogeropoulos
Senior Account Manager: Sophie Grierson
Producer: Elin Tiberg / Craft
RB Digital Studios Creative Director: Jo Jenkins
Strategy Lead: Claudia Bennett
Project Director: Giulio Sarchiola
Project Manager: Anika Venter
Production Company: MindsEye
Sound: Wave Studios
Post: Absolute Post