CLIENT
Dettol
Jad Salamoun, Assistant Brand Manager
AGENCY
Mario Morby, Regional Head of Strategy, MENAT
Tarek Ali Ahmed, General Manager - Head of Business Leadership
Hadi Abu Khuzam, Group Account Director
Ingrid Bechara, Senior Account Manager
Aunindo Anoop Sen, Executive Creative Director
Smit Agrawal, Associate Creative Director
Vaibhava Bhatnagar, Associate Creative Director
Jimmy Cobos, Design Lead
Salvador Porteria, Senior Designer
Shaza Yousef, Senior Arabic Copywriter
Manar Abdulla, Senior Arabic Copywriter
Melek Ourir, Strategy Manager
ICE ANIMATIONS
Rayan Ghauri, Vice President
Raheel Qureshi, Head of Productions
Xpress Marketing and Communication
Abir Sawan, General Manager
SUMMARY
In a post-COVID world, Dettol identified that handwashing habits were declining, posing a 70% increased risk of illness in children. Instead of targeting disinterested adults, we focused on kids, transforming them into "Dettol Guardians" through superhero narratives. The result? A game-changing impact. In just 60 days, we not only achieved behavioral change—375,000 children now consistently wash their hands—but also saw a significant boost in market share and penetration. We didn't just market a product; we empowered a generation to be health-conscious heroes.
