LONDON, UNITED KINGDOM — Rexona, the world’s leading antiperspirant and deodorant brand (known globally as Sure, Degree, and Shield), is redefining the way we think about body odor with its latest innovation: the Whole Body Deodorant range. The global launch is supported by a bold, cheeky campaign crafted by London-based AMV BBDO, urging everyone to embrace movement without hesitation and to say goodbye to the fear of body odor (B.O.).
The campaign challenges the assumption that most body odor comes from people’s armpits, by listing all the different parts of the body that might also smell. Packed with often humorous nicknames for various body parts, the visually striking work attempts to normalize the conversation around body odor, making a case for why a whole-body deodorant is exactly what we need.
At the core of this launch is an unexpected insight: only 1% of body odor comes from armpits. Yet, for too long, deodorants have focused solely on underarm care, leaving the rest of the body out of the equation. Rexona’s Whole Body Deodorant aims to change that, empowering people to move with freedom and confidence.
Kathryn Swallow, Worldwide Head of Unilever Deodorants, says: “At Rexona, we pride ourselves on giving consumers the best odor protection that won’t let you down, and we don’t think that should be limited to just your armpits – we see you, boobs / ta-tas / feet / cheesers / booties and beyond!”
AMV BBDO Creative Directors Jack Smedley and George Hackforth-Jones, say: “The campaign is designed to create an unforgettable connection with consumers, highlighting the universal need for Rexona Whole Body’s complete protection that won’t let you down.
“As you might imagine, some body part names from our long list proved tricky to get past TV networks. Search the campaign on YouTube to see the full, uncensored version!”
Rexona Whole Body Deodorant is available in three formats to suit every preference:
- Aerosol Spray
- Glide Stick – Gynaecologically tested and safe for intimate areas
- Body Cream Lotion – Also gynaecologically tested for private parts
The range features four nature-inspired scents:
- Ocean Rush
- Active Fresh
- Fresh Citrus
- Wild Rose
With 0% aluminium and dermatologically tested, the products ensure you stay odour-free, safely and effectively.
The 60-, 30-, and 15-second ads, set to air across social, TV and cinema, open in a bustling supermarket aisle. A shopper’s hand reaches for the new Sure/Degree Whole Body Deodorant. As a beat drops, we’re transported into a dynamic, music video-style montage. Directed by Livia Gama, through Tropical Films, the creative features a diverse cast of characters confidently applying deodorant to various parts of their bodies. The vibrant scenes unfold to a remix of the Soulwax track Work It by Marie Davidson, perfectly syncing the energy of the music with the campaign’s lively tone.
CREDITS
Client: Unilever
Brand: Degree/Rexona/Sure
Campaign Title: No more F.O.B.O.
Client Name: Kathryn Swallow, Lucy Howdle, Vicki Rodger and Jessica Lane
Creative Agency: AMV BBDO
CCOs: 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 Account Team: Anneliese 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 Gama
Executive Producer: Gabriel Dagostini
Production Co. Producer: Felipe Rangel, Jin Park and Paula Soares
Head of Production: Marina Stacciarini
Production company producer: Gisele Castilho
Production assistant: Carlos André Joaquim (Dedé), Gabriela Alcantara, Lucas Aniceto
1st Assistant Director: Filipe Francisquini
2nd Assistant Director: Maurício Zattoni
DoP: Kairo Lenz
Best Boy Electric: Diogo Costa
Key Grip: Rodrigo de Melo
Production Design: Martim Garcia
Art Assistant: Lala Mendes and Marri Ricardi
Art Producer: Matheus Carvalho
Prop master: Tati Coelho
Wardrobe Stylist: Eliza Matta
Wardrobe Assistant: Flavia Rossette and Alessandra Jacob
Makeup Artist: Fernando Andrade (Feco)
Location Manager: Gabriela Salgado
Casting Director: Manu Menezes
Editor: Beto Araujo
Editor Assistant: Tommy Pastén
Editing: Ten Three
Editor (London): Ella Oliver
Music Supervisor: Big Sync Music
Post-production Company: Unit TV
Executive Post Producer: Phil Delaney
Design and Motion Graphics: Tom Wansbrough-Jones
Flame Artist: Ian Baker
Post-production Company: TAG WW
Sound studio: Wave Studios
Audio Post-production: Wave Studios
Sound Engineer: Jonny Platt
Photographer: Ricardo Vilela
The post Move Freely, Fearlessly: Rexona and AMV BBDO debuts Whole Body Deodorant for all-over confidence appeared first on adobo Magazine Online.