IN 2018 we relaunch the Global 360 campaign for Rexona (degree) deodorant , the idea was base on the product benefit “Motionsense” that make the deodorant work better with you movement. We create the 360 campaign under the umbrella of the first Anti-Perspirant, Pro-Movement” that protects you every time you move. First we launch the brand anthem spot “Caveman” that tells you the story of how humanity stop moving because technology and we are telling you to get out of your caves and start moving. Then we did a whole print and social assets asking people to go and move.
Role: Creative Director Agency: MullenLowe Director : Matthijs Van Heijningen.
This is how the magic came to life, amazing work from MPC NY.
This is an example of the language and the images that we used in different print and OOH scenarios in different contextual places pushing people to move more.
