Rexona presents a deodorant for the whole body with an uncovered campaign

Jane Anderson
Jane Anderson
un hombre se echa desodorante dentro del calzoncillo

The deodorant brand Rexona (Also known as Sure, Degree or Shield), has launched a new campaign to promote the arrival of its new range Whole Body Deorant. Developed to stop bad smell since its origin, brand technology has been put at the service of freeing people from the Fear of bad body smell.

Created by the London agency AMV BBDO, the campaign defies the assumption that most of the body smell comes from the armpits, thus listing all parts of the body that can also smell. Full of nicknames, often humoristic, for various parts of the body, the piece seeks normalize conversation around body smellarguing why a deodorant for the whole body is what we need.

The brand has left the insight that Body smell is normalbut you don’t usually talk about it. Hence, the launch of the product and the campaign aim to offer an option to get it better. The scenes develop with a remix from Soulwax’s song, “Work It” by Marie Davidson, which synchronizes the energy of music with the animated tone of the campaign.

Entitled “Don’t bite”the campaign will be broadcast on social networks, television and cinema worldwide, starting with the United States and the United Kingdom, with support from local and foreign activations.

Kathryn Swallow, world director of deodorants in Unileverhe said: “In Rexona we are proud to offer consumers the best protection against bad smell, and we do not believe that it should be limited only to the armpits, but also to breasts, feet, buttocks … When we go beyond, we are addressing broader concerns of the consumers to provide protection. ”

The creative directors of AMV BBDO, Jack Smedley and George Hackforth-Jones have declared that “The campaign is designed to create an unforgettable connection with consumers, highlighting the universal need for the full protection of Rexona Whole Body.”

Technical file

  • Customer: Unilever
  • Brand: Degree/Rexona/Sure
  • Campaign title: No MORE FOBO
  • Customer contacts: Kathryn Swallow, Lucy Howdle, Vicki Rodger and Jessica Lane
  • Creative Agency: AMV BBDO
  • CCO: Nicholas Hulley and Nadja Lossgott
  • Creative Directors: Jack Smedley and George Hackforth-Jones
  • Creative Team: Davide Mauroni, Esin Huseyin, Kalle Everland, Ant Eagle and Chelly Samways
  • Agency Planning Team: David Edwards and Katherine Oulds
  • Agency’s Accounts Team: Annelie St-Amour, Tessa Brisbane, Carolyn Young, Safra Karim, Hollie Clarke and Jasmine Coulson
  • Agency Production Team: Nick Godden, Kieran O’Malley, Rhiannon Nicoll, Matt O’Brien and Stefanie Price
  • Agency Design Team: Kate Whitley and Ian Patrick
  • Media Agency: Mindshare
  • Production Company: Tropical Films
  • Director: Livia range
  • Executive producer: Gabriel Dagostini
  • Production Chief: Marina Stacciarini
  • Production Assistant: Carlos André Joaquim (Dedé), Gabriela Alcantara, Lucas Aniceto
  • 1st address assistant: FILIPE FRANCISQUINI
  • 2nd Address Assistant: Maurício Zattoni
  • Dop: Kairo Lenz
  • Production Design: Martim Garcia
  • Casting Director: Manu Menezes
  • Editor: Beto Araujo
  • Editor Assistant: Tommy Pastén
  • Edition: Ten Three
  • Editor (London): She Oliver
  • Musical Supervisora: Big Sync Music
  • Postproduction Company: UNIT TV
  • Executive postproductor: Phil Delaney
  • Postproduction company: Tag ww
  • Sound study: Wave Studios
  • Audio postproduction: Wave Studios
  • Sound Engineer: Jonny Platt
  • Photographer: Ricardo Vilela