British chemicals firm INEOS has this week unveiled a new brand campaign to promote the launch of its latest hand wash range, titled ‘You Can Handle Anything’.
Created by London agency The&Partnership, the campaign is being rolled out across TV, out-of-home, digital, social and bespoke digital out-of-home screens at Canada Square in Canary Wharf.
Leading the promotional activity is a punchy 60-second film that highlights the many different tasks our hands perform, from everyday actions to life-saving CPR.
With media planning and buying handled by WPP’s Wavemaker, this latest campaign comes as part of INEOS’ ongoing brand platform ‘Go Humans’, which looks to empower people to embrace their full potential.
“At INEOS, we believe in challenging perceptions and doing things differently,” INEOS Hygienics head of marketing and innovation, Caroline Reynolds said.
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“It makes sense then that the campaign to launch our new hand wash also subverts everything you might expect. Central to the idea is showing how much more there is to hand hygiene.
She concluded: “This hands-on campaign isn’t just about being ‘tough on germs, it’s about making sure you’re safe in the knowledge that you’re protected so that you can get out there and do all the things that matter – with INEOS, you really can handle anything.”
The&Partnership’s chief creative officer, Micky Tudor added: “This campaign is an ode to human endeavour. All told through the power of our hands, so it was important for us to create the most handcrafted campaign ever.
“From oil painting to manga cartoon and letterpress printing every detail was meticulously handcrafted. The result is a powerful and emotive campaign that smashes all category norms.”
