Domestos was known for 'killing all known germs dead'. The challenge was to create a pan-European campaign that focused on protection from germs but had charm and imagination too. The LogicLogicMagic® insight was that when children are playing in their imaginary worlds around the house, they get into places you'd never imagine they would as they don't see the potential dangers only the roleplay fun. Domestos protects from the bacteria you can't see even in the worlds you can't see. Sound design and music bring to life the child's imaginary world.