2022 Silver Brand Building

Agency: OLIVER/U-Studio

Client: Rexona/ Degree/ Sure, Unilever

Campaign Name: Watch Me Move

Campaign Overview

Garnier Antiperspirant Intensive Protection Against Body Odour & Underarm Moisture, Up to 48 Hours Effect, Mineral UltraDry, 1 x 50 ml

Strategy

Fear of being judged by others stops more than half of us from exercising. For disabled and diverse people in particular, being stared at for their difference is a big barrier to movement. Generations grow up being told we 'can't' or 'shouldn't' pursue a sport because of our gender, race or physical ability.

All of this creates a confidence gap - which, in turn, creates a ‘movement gap’. Edelman says 88% of people have experienced self-doubt when it comes to movement.

Rexona wanted to use the Paralympics to launch a purposeful fight on the biggest stage possible - tackling that newly identified enemy, the act of staring.

Creativity

Fear of being judged by others stops more than half of us from exercising. For disabled and diverse people in particular, being stared at for their difference is a big barrier to movement. Generations grow up being told we 'can't' or 'shouldn't' pursue a sport because of our gender, race or physical ability.

All of this creates a confidence gap - which, in turn, creates a ‘movement gap’. Edelman says 88% of people have experienced self-doubt when it comes to movement.

Rexona wanted to use the Paralympics to launch a purposeful fight on the biggest stage possible - tackling that newly identified enemy, the act of staring.

Results

The initiative achieved Rexona's highest-ever results in testing, scoring 97% noticeability, 86% difference and 92% brand affinity. In-market, brand power grew 7% year on year in the UK and 4% year on year in the US. More than one billion earned media impressions were garnered.

The campaign is Rexona’s long-term play to open access to movement for people who have otherwise may not have had the opportunity. The ultimate aim is to provoke societal change.

The Team

OLIVER/U-Studio - Rod Sobral, Global Chief Creative Officer - Marc Hatfield, Executive Creative Director - Gavin Kellett, Creative - David Hillyard, Creative - Christiaan Rautenbach, Editor - Alex Varela, Head of Design - Alex House, Head of Design - Jonathan Day, Copywriter - Cat Collins, Global Executive Strategy Director - Thomas Claridge, Strategy Director - Louise Wing, Managing Partner - Gemma Poesaste, Group Account Director - Josie Franco, Account Director - Samantha Baldwin, Executive Producer - Graham Black, Executive Producer - Angela Zabala, Producer - Lailah Orrie, Producer - Mita Bagchi, Producer
MoFilm - Lee Margolis, Global Executive Creative Director - Sophie Robertson, Executive Producer - Anisha Madzounian, Director of Production Operations

Den Film - Ayu Pamungkas, Director - I Made Denny Chrisna Putra, Director

Odelay Films - Marcus Storm, Account Director

Aima Films - Johnny Langenheim, Director

Nai Vasha Thomas, Director

Claire Pepper, Photographer

Made Nagi Okamurayudi, Photographer

Contributors

MoFilm, Big Sync, Odelay Films, Anima Films, and DenFilm