The Trigger Project

Agency Network: 
April 2019


The Trigger Project is a campaign by McCann London that introduces Dettol’s commitment to do more for the environment. It launches today on TV and cinema with two commercials, each confronting significant ecological issues – like plastic in our oceans and landfill waste – and offering Surface Wipes and Dettol’s first-to-market Spray Refills, which use 70% less plastic, as a trigger moment towards a new era of responsible cleaning. The campaign, which will run for three months, is underpinned with a pledge to make all of Dettol’s products 100% recyclable and reusable by 2025. It will be supported by a Metro cover wrap telling the full story of The Trigger Project, as well as out-of-home (OOH), in-store and social activity.

Film advertisement created by McCann, United Kingdom for Dettol, within the category: House, Garden.

Advertising Agency: McCann, London, UK
Creative Directors: Rob Webster, Alexei Berwitz
Creative: Mike Oughton
Chief Creative Officers: Rob Doubal, Lol Thompson
ECD: Ross Neil
Head of Planning: Karen Crum
Planning: Matilda Ruffle
Business Director: Oli Morgan
Account Directors: Leigh Roberts, Madison Milward
Producer: Ryan Alagar
Project Management: Tim Wilks, Amy Grady, Michelle Lemon
Head of Art: Dan Howarth
Design Director: Jonathan Harper
Senior Designer: Roland Williams
Comms Planner: Nick Kavanagh
Production agency: Dark Energy
Director: Caswell Coggins
Producer: Phil Vanier/Matt Brown
DP: Richard Mott
Sound design: Wave Studios
Music: Meanred Music
Post Production: Coffee and TV
Media agency: Zenith Media
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Jimbo374's picture

Lovely ad and I'm glad you're taking the environment seriously but this is complete plagiarism of an ecover ad -

Activity Score 2
Graphic Designer
Jamesiree's picture

This is a crock of shit. Dettol have probably caused more harm to the environment by frightening people to become germophobes. I grew up in an age where it was perfectly ok to crawl on the floor and to get dirty without worrying about germs. Germs have and akways will be with us. We need to stop using these products that are destroying the earth. A bottle of bleach will do as good a job as these products that are brainwashing us. Dettol that!

Activity Score 4
Jamesiree's picture

Dettol have stopped me from leaving a very valid comment. A bottle of bleach will do the same job as all the Dettol products. Stop turning people into germophobes

Activity Score 4
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