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Dettol has launched a brand campaign as the world prepares to step into a post-lockdown society.

Adopting a cautiously optimistic stance, the brand – now synonymous with hygiene and antiseptic – wants to give people confidence to live life to the full. This strategic shift comes with the launch of the slogan: "We protect what we love." At the campaign's centre are three 60-second films, showcasing authentic, real-life stories of determination and commitment to the things that matter.

The films star bicycle shop owners and brothers Ben and Alex from Nottingham; Yasmin of the Saltley Stallions Women’s Football Club; and Catlin Leigh, rising Lancastrian judo star. The campaign was created by Richard Holmes and Simon Lotze at McCann London and the films were directed by Mindcastle and produced by MindsEye. It also includes digital and point-of-sale advertising.