Cannes Lions

DEODORANT

NAKED COMMUNICATIONS, Sydney / REXONA / 2011

Overview

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Overview

Description

To promote Rexona's new All Blacks deodorant line in the lead up to the Rugby World Cup 2011. Most players have a pre-match ritual that prepares them and gives them confidence for the game ahead.Applying Rexona is also a ritual that gives its users confidence for what lies ahead of them. ---- wanted to create a campaign that illustrates a personal and what turned out to be a very emotive spot highlighting the quirky, idiosyncratic and symbolic rituals that the All Blacks players undertake before each match.

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