Dettol has joined in the London Fashion Week conversation with O’Dour Couture, a social and influencer campaign by McCann Content Studios London.
The filthy fashion label is a satirical eye-opener that bacteria in clothing stinks. The campaign positions Dettol Laundry Sanitiser as the ultimate fashion statement.
In the spoof clothing collection from the fictional House of Déttol, each piece has been inspired by everyday bacteria. The Swea-T-Shirt is marinated in rush-hour perspiration. Little Black Death is a day-to-night staple infested in thick black dirt. Each item tells a story of odour and germs that linger long after washing.
McCann Content Studios’ creative idea demonstrates how clothes acquire the germs and odour they hold, even after washing, and how Dettol provides the perfect solution. Unlike fabric softeners and detergent, Dettol Laundry Sanitiser kills 99.9% of odour-causing bacteria.
The campaign uses social media and influencers’ platforms to engage a broader audience, blending humour with brand messaging. Its social strategy, a mix of paid and organic content, aims to educate people on the hidden dangers of odour-causing bacteria in clothes. The influencer strategy puts fashion creators at the forefront, using their platforms to amplify the message that with Dettol, you can truly care for the clothes you care about.
The social-first short film is running across Instagram and TikTok. It was crafted and produced by McCann Content Studios and Craft Manchester to showcase the exaggerated wear and tear on these ‘designer’ pieces.
The campaign’s posters will live in high-impact OOH sites across London, designed to emulate fashion billboards during London Fashion Week.
O’Dour Couture hopes to dominate the digital space throughout September, coinciding with London Fashion Week.
Nikki Hayward, marketing manager at Dettol, stated, “We understand that laundry might not be the most exciting topic for many, but fashion certainly is. That’s why we’re thrilled to launch Dettol’s new ‘O’Dour Couture’ campaign at the same time as the iconic London Fashion Week. We can’t wait to see this campaign come alive on social media and billboards across London, capturing attention and sparking conversations about the crucial role of laundry hygiene in achieving a fresh, germ-free, and fashion-forward look. Our partnership with McCann Content Studios has been fantastic, and we’re excited to see the impact of this collaboration.”
Bianca Eglinton, creative director at McCann Content Studios London, added, “Our goal was to take a bold step into the world of high fashion, using satire to make Dettol culturally relevant and unforgettable. We wanted to push boundaries and create something that’s truly unique for the category. Fashion and hygiene are two worlds that don’t often collide, but with O’Dour Couture we’ve brought them together in a way that’s both fun and informative. It’s about more than just killing germs; it’s about elevating the conversation around laundry care and making it as talkable and stylish as the clothes we wear.”
Credits:
Client: Dettol
Creative Agency: McCann London
Studio Director: Crystal Malachias
Creative Director: Bianca Eglinton
Creative: Ava-Lien Shoshan
Social Director: Jade Pike
Media Manager: Bella Bond
Social Manager: Katie Calderwood
Strategist: Jennifer Lydon
Production: Craft Manchester
Producer: Stephen Delahunty
Director: Jarred Mcknight
Director of Photography: Arthur Loveday
Photographer: Jay Chow
Post Production: Craft Manchester
Editors: Daniel Lomax, George Hobbs & Liam Rustill
Producer: Stephen Delahunty
Colourist: Liam Rustill
Music & Sound: Craft Manchester
Sound Designer: George Hobbs
