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Dettol Commits to Sustainability with The Trigger Project

The Sustainability Channel 922 Add to collection

McCann London’s campaign introduces the cleaning brand’s new strategies to confront ecological issues

Dettol Commits to Sustainability with The Trigger Project
With the average UK household generating over a tonne of waste each year, about the weight of a small car, Dettol is launching a sustainability campaign alongside two new eco-products: Trigger Spray Refills, and Surface Wipes made from biodegradable plant fibres.

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.

Ciaran Lyne, Dettol Marketing Manager, UK, said: “We believe we have a responsibility to help clean up the world and that starts at home. The Dettol Trigger Project will incorporate a range of initiatives to help reduce impact on the environment. We have a lot of work to do but this is the start of an exciting journey.”

Rob Webster, Creative Director, McCann London, said: “We all know the world is at a pivotal moment when it comes to plastic pollution. We needed to trigger an actual change in behaviour – and it starts by helping people understand what they can do at home. We’re really proud of this campaign that not only launches two new eco-products but could help drive behaviour that will make the planet cleaner for generations to come.”

To find out more about The Trigger Project, visit:

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Media Agency

Media Agency: Zenith Media

Post Production / VFX

Post Production Company: Coffee and TV

Production Company

Production Company: Dark Energy

Director: Caswell Coggins

Producer: Phil Vanier/Matt Brown

DOP: Richard Mott


Music Company: Meanred Music


Edit Company: Wave Studios

Creative Agency

Creative Agency: McCann London

Creative Director: Rob Webster & Alexei Berwitz

Chief Creative Officer: Rob Doubal & Lol Thompson

Executive Creative Director: Ross Neil

Planner: Matilda Ruffle

Producer: Ryan Alagar

Director of Copy: Mike Oughton

Head of Planning: Karen Crum

Business Director: Oli Morgan

Account Director: Leigh Roberts, Madison Milward

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

Categories: Home, Cleaning Products

McCann London, Mon, 29 Apr 2019 13:40:32 GMT