Reckitt Benckiser marketed Dettol Instant Hand Sanitizer with a print advertising campaign illustrating the fact that our hands risk infection throughout the day. It’s almost a modern version of the gender stereotypes found in the English nursery rhyme, “What are little girls made of?”.
Little children’s hands cuddle puppies, pick noses, and pick up crayons, cockroaches, toys, coins, and paint.
Men’s hands hold door handles, magazines, computer mice, money, hand tools, TV remotes, fuel pump handles, hamburgers, telephones, car keys, writing implements, cash, as well as shaking hands…
Women’s hands hold escalator rails, wash cloths, caclulators, fish, commuter handles, toilet paper, shoes, cupboard handles, towels, shopping trolleys, as well as baking, planting and shaking other peoples’ hands.
The Dettol campaign was developed at Euro RSCG Kuala Lumpur, Malaysia, by executive creative director Case Deenadayalan, creative director/copywriter Ramanjit Singh Gulati, art director Hital Pandya, with photography (Justin) and retouching produced at Studio ROM.