News / 09 Oct 2024
Marketing Communications graduate creates ‘filthy’ campaign for London Fashion Week
BA (Hons) Marketing Communications
BA (Hons) Marketing Communications graduate Ava-Lien Shoshan creates "filthy" marketing campaign 'House of Déttol' for London Fashion Week.
Ava-Lien Shoshan, who studied BA (Hons) Creative Advertising (now BA (Hons) Marketing Communications) at Leeds Arts University, worked as a Creative on the campaign for Dettol under agency McCann London.
The campaign, "O'Dour Couture" is a humorous look at where couture and cleanliness intersect, and puts the product, Dettol Laundry Sanitiser, as a must-have for staying stylish.
Ava-Lien worked on the social and influencer campaign at McCann Content Studios London. The campaign launched just ahead of London Fashion Week 2024 and features a fictional clothing brand emulating fashion billboards in the same style as high fashion brands. But Ava-Lien’s intent was instead to start a conversation about the essential and overlooked part of fashion: laundry.
“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.”
Nikki Hayward, Marketing Manager, Dettol
Creative for the campaign included the "Swea-T-Shirt," showing a model sweating over his tshirt during a city rush hour, and the "Little Black Death," a word-play on the classic little black dress that is always in fashion, but this dress is covered in dirt.
The campaign went live across social media and on billboards and street level posters across popular sites across London.
"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.”
Bianca Eglinton, Creative Director, McCann Content Studios London