We visited clients with camels and ostriches, spent nights at draughty stations, sewed the largest cleaning cloth in the world ('as big as a football field') as a show of support, developed the Waste Museum together with artist Matthijs de Bruijne and filled lobbies with foam. We visited hospitals with a CSI lamp, made adbusting part of our signature and marched through all the cities in the Netherlands. We awarded prizes to the stingiest clients ('the Copper Dustbuster') and won the award for the best union campaign in the world in Tokyo. Because 90 seconds to clean a toilet is simply not enough. You can try this at home. 

Detour was also responsible for designing a logo and visual identity that is now used worldwide and provided conceptual and strategic input for the campaign. Thanks to the campaign, cleaners now earn above the minimum wage and are the only professional group in the Netherlands that has had Labour Day stipulated in the collective labor agreement as a holiday. But above all, it was not about money, but a battle about values. About respect and appreciation.