Cannes Lions

REXONA

TORKE+CC, Lisbon / UNILEVER / 2013

Awards:

1 Shortlisted Cannes Lions
Case Film
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Case Film
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Case Film
Case Film
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Overview

Entries

Credits

Overview

Description

Rexona developed a revolutionary motion sense technology for its deodorants; So the more you move, the more it works.

We needed to spread the word about the Do: More campaign in an innovative way. And we needed to communicate a product promoting high activity using a static media that is difficult to get creative with, an email!

We used the latest technology in HTML and CSS3 to craft a unique email message with a parallax effect for the first time. From the moment the recipient opens the email he begins to interact in order to see the character doing more.

Execution

On the one hand because of the financial crisis in Portugal, people in general have stoped doing a lot of the things they would usually do, including going to a gym. With the Rexona Gym Plan Do: More, Pay Less, we're able to get them wanting to return. People saw an opportunity to become active again.

On the other hand Rexona saw their MotionSense technology campaign values of 'doing more' applied to improving people's life through sponsoring Lisbon's Top Gym Clube VII and creating the plan Do: More, Pay Less.

Outcome

We launched the Rexona Plan on a Saturday morning announcing 150 vacancies. By Monday all the 150 spots were filled.

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