For Reckitt Benckiser, we supported the international campaign “Protect like a mother” campaign for Dettol with a social media action that wanted to leverage on the spirit of parental protection.

The creative solution was to launch a quiz game on social media with some characters from the animal world drawn and animated specifically to show clearly and in a cute way the care that each species has for its baby.

The questions prepared and targeted Dettol’s consumers portrayed different profiles of typical parents, using icons from the animal world (strong like mummy lion, caring like daddy bear, etc.). The result was the chance to personalise Facebook profile picture with one of our ad-hoc mascots and the possibility to challenge partners and friends to take part in this game and discover “Which animal parent are you?”.