Campaign: Adam Goodes Fronts New Rexona Initiative

Campaign: Adam Goodes Fronts New Rexona Initiative
SHARE
THIS



Sydney independent agency The Works has created the I WILL DO initiative for Rexona.

The campaign is born out of the insight that the biggest barrier to achieving your physical goals is procrastination and difficulty to remain motivated.

The initiative aims to help everyday Australians combat fitness procrastination and get the most out of life. Rexona has created a service that allows people to set public goals and provides ongoing support in the form of expert advice and mentorship.

http://youtu.be/qfn0W5B-DNI

Newly released Galaxy research shows only one in five Australians who set fitness goals actually achieve them, despite 89 per cent of Australians wanting to be fitter than they currently are. It seems we have all the will in the world, but we just need a way.

“I’m really excited to be part of I WILL DO and can’t wait to see a whole community of Aussies pledging their goals and then, most importantly, surpassing them,” says Sydney Swans star, Adam Goodes.

The platform has also engaged two other talented individuals; rally car driver Molly Taylor and BMX World Cup champion Caroline Buchanan. Both will receive support from Rexona as well as contributing content and sharing their experiences.

When consumers sign up to the I WILL DO platform, a unique digital experience enables them to share their goal, which will ultimately improve their chances of success. They are then served tailored content that relates to their goal, including nutritional, psychological and performance advice, endorsed by the AIS.

The Works in partnership with the Australian Institute of Sport (AIS) have created over 300 content pieces including motivational videos for runners, cyclists, swimmers and more. The aim of this content is to help people prepare better and stay motivated.

Jon McCarthy, marketing director deodorants & male grooming at Unilever says: “Rexona as a brand stands for performance and achievement and has a heritage of reflecting that with its long association with elite athletes. I WILL DO is an exciting project that aims to help people stretch and achieve their physical goals and achievements by providing the motivation and expertise of elite athletes in a customised way.”

“This is an ambitious and complex project and one that will grow and evolve over time. The Works has done a great job realising the ambition and bringing this service to life,” he added.

Paul Swann, creative partner at The Works says: “The platform aims to build on-going relationships with customers in a product category often driven by price promotion. Over the next six months as the platform evolves, we look forward to working with the Rexona team and ambassador Adam Goodes to give people valuable content and support as they work towards their goals.”

The Works began working with Rexona in January 2014 producing work for various parts of the brand including Rexona Clinical and various digital assignments.
Credits:
Agency – The Works
Creative Partner – Paul Swann
Creative Lead / Copywriter  – Nathan Bilton
Art Director – Leighton Edridge
Creative Project Leader – Leigh Bigelow
Creative Project Leader – Jo Liddell
Creative Project Manager – Lucy Bullock
Creative Project Manager – Zoe Bradley
Digital Strategy Director – Damien Hughes
Digital Strategy Director – Cate Mathers
Social Strategist – Vanessa Hartley
Executive Digital Producer – Gert Leppers
Content Producer – Tristan Drummond
Content Editor – Dominic Cadden
Digital Producer – Brian Nicholson

Client – Rexona Unilever
Marketing Director Deodorants & Male Grooming – Jon McCarthy
Marketing Manager Rexona ANZ – Michael Coden
Marketing Manager – Anshika Grover
Senior Assistant Brand Manager Rexona ANZ – Imogen Harper

Media Agency – Mindshare
PR – Liquid Ideas
Production Company – Photoplay
Production Company – Storyhead
Photographer – Kenny Smith

Please login with linkedin to comment

Blogster Awards Chocolate Chip Cookie Clemenger BBDO Sydney Man of Many Pedestrian.TV

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine