Sitting at the heart of the campaign is a beautifully hand-crafted brand campaign film. Developed in collaboration with director Maria Sosa Betacor, Biscuit productions and the CounterPress studio, the film shows the many different tasks our hands perform, from everyday moments like tying shoelaces to the life-saving action of CPR. Caroline Reynolds, head of marketing and Innovation, INEOS Hygienics said, “At INEOS, we believe in challenging perceptions and doing things differently. 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. 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 campaign launches on 12th September across cinema, TV, OOH, digital, social and bespoke OOH screens (Canada Square). It represents the first INEOS campaign from The&Partnership and Wavemaker.

Disclaimer

All of the scents in its range are known to enhance performance, which helps with tiredness. Rose has been known to support the immune system, neroli has stress alleviating properties and cucumber helps your body maintain a healthy cognitive function. The new range of products features ingredients that help boost feelings of well-being and help assist stress and fatigue levels. Phytoncides are dual-action molecules emitted by plants and trees which inhibit the development of bacteria, whilst releasing aromas which combat feelings of stress or fatigue.

To ensure the theme of hands and their important role in everyday life is continued off-screen, the campaign was shot and produced using hand-crafted cinematographic techniques; Formulated with INEOS Active Fragrance Technology - our in-house fragrance technology featuring purifying essential oils and phytoncides. Phytoncides are dual-action molecules emitted by plants and trees which inhibit the development of bacteria, whilst releasing aromas which help combat feelings of stress and fatigue.Consumer research has shown that the new INEOS hand wash range outperforms the UKs #1 hand wash*, with a better fragrance, lathers better, cleans better and moisturises better. Ideal for sensitive hands and everyday use, this hand wash contains a unique blend of four moisturisers. Proven to assist in improving the condition of your skin and maintaining a strong protective barrier, 80% of people found that their skin felt ‘extremely moisturised’ after using our hand wash.* So when it comes to keeping hands soft and safe, we have you covered.