Rexona has launched their latest marketing campaign, Everyday Athletes, teaming up with three of Australia’s top athletes, NRL legend, Johnathan Thurston, champion surfer, Sally Fitzgibbons and Australian cricketer, Usman Khawaja, to encourage people to move more in their everyday lives, knowing Rexona protects them with every move.
The multi-platform campaign, created by Octagon and Milkmoney, sees the Rexona ambassadors transition from elite athletes in their professional arenas into regular Australians who are moving in everyday situations including running for the bus, dancing with friends and playing with children.
“The Everyday Athletes concept leverages the Australian passion point of sport yet brings relevance back to everyday life by showing moments in everyday scenarios. We want to inspire and encourage Australians to move more every day by visually showing them they do not necessarily have to be professional athletes but that there are opportunities for them to move more – from dancing with friends through to playing with their children,” says John McKeon, marketing manager Unilever deodorants.
From August to December the campaign will run across television, digital and social platforms and will be supported by a public relations campaign. The television commercial (link above) will run until 31 October and again in the second half of next year. Online, a 15sec and 30sec clip will run as pre-roll on YouTube, as well as a non-skippable six second bumper.
The campaign will see four bursts of social activity, one for each of the ambassadors finishing with an overarching campaign post. The ambassador’s social posts have been timed to run alongside their respective sporting seasons and highlights, maximizing their relevance and presence at key times in Australia’s sporting calendar.
“It was great to come back and work with the Unilever team again after our last film with Usman Khawaja. Technically the challenge with Everyday Athletes was to perfectly match the movements from scene to scene, balancing the speed differences between characters and blocking movements to make the transitions and timing work seamlessly”, said Ethan McLean, creative director.
When you are jumping around multiple scenes and locations with only one possible transition moment, it was daunting knowing you couldn’t edit your way out of trouble. But it was a phenomenal effort from the team and it’s a film that we are all really proud of.”
As part of the PR campaign, research was undertaken by Rexona, in conjunction with Galaxy, on the current activity levels of Australians. Results revealed 66 per cent of Australians admit they could be doing more activity and 40 per cent of Australians would be more motivated to move if they had a friend to do it with.
Through the research, Rexona aims to bring awareness to Australia’s state of sedentary and generate conversation encouraging Australians to incorporate more movement into their daily routines.
While Rexona’s history is firmly rooted in movement through sport, the Everyday Athletes campaign sees Rexona shift their focus towards movement in everyday life highlighting the more you move, the more Rexona works.
Client – Unilever
John McKeon – Marketing Manager Unilever Deodorants Lauren Sutcliffe – Senior Assistant Brand Manager Rexona Creative – Octagon
Account team – David Gregory, Senior Account Manager Director – Ethan Mclean
Production Company – Milkmoney
Producer – Charlotte Orourke
Editor – Kelly Perry
Post Production – Milkmoney
Audio Post Production – Stu at nylon
Media Agency – PHD
Planner – Kyle McSweeney
Social Agency – TBWA
PR Agency – Liquid Ideas
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