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Web Film

Dettol: Ben & Alex

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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 postnatal 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. Created by McCann London, and produced through Craft and Mindseye, the integrated campaign reveals a new documentary-style approach for Dettol. At its centre are three 60” brand films, showcasing authentic, real-life stories of determination and commitment to the things that matter. The films star Ben and Alex, bike-mad brothers from Nottingham; Yasmin, the empowered heroine of The Saltley Stallions Women’s Football Club; and Catlin Leigh, rising Lancastrian judo star.
Credits Other credits

Sound: Wave Studios

Post: Absolute Post


Marketing Director, Dettol Europe: Luca Tamagni

Senior Brand Manager: Justyna Dadal

Brand Manager: Hattie Lanz


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

RB Digital Studios

Creative Director: Jo Jenkins

Strategy Lead: Claudia Bennett

Project Director: Giulio Sarchiola

Project Manager: Anika Venter

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