Dettol brings its playful 'O'dour couture' campaign to Out-of-Home screens for London Fashion Week

Dettol is bringing hygiene to the catwalk with its 'O'dour couture' campaign. 

Running on Out-of-Home alongside London Fashion Week, the timely campaign makes light of high-fashion trends to help spread awareness of everyday, odour-causing bacteria in clothing.

OOH activations satirise fashion posters with the fictional 'House of Déttol' and its range of 'designer' laundry products, cleverly using OOH to engage consumers with its blend of humour and educational content.

Highlights include a sweat-soaked commuter and "Little Black Death", a fashionable-yet-filthy example of how even the most high-fashion pieces are susceptible to the hidden dangers of bacterial odour.

The campaign showcases how brands can use DOOH to run timely, relevant campaigns, tapping into current events and culture to target and reach a wide audience.