Rexona | Watch Me Move
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Challenge
We partnered with global deodorant and antiperspirant brand Rexona to launch their Watch Me Move campaign, which empowers people to embrace movement and physical activity, despite fear of judgment. They needed to find real people, PWD (performers with a disability) who embody courage, have overcome their fear of judgment, with real stories to share about continuing their physical pursuits. This project had a very short runway of only six weeks, as the client wanted to launch the campaign in time for the upcoming Paralympics.
Approach
We found 25 people who shared their incredible stories of overcoming obstacles, and the client selected eight to feature in the campaign. Using directors and photographers in London, Indonesia and Hawaii, we captured their stories with simultaneous shoots that fed into a TV and print campaign spanning across the US, UK, and Europe.
Working efficiently with a focused strategy, we met our deadline in time for the 2021 Paralympic Games, with the entire campaign completed in under six weeks.
Results
Winner of the 2022 Clio Award, Branded Entertainment & Content
1B+ Earned media impressions
97% Noticeability92% Brand affinity
+7% YOY in-market brand power (UK)
+4% YOY in-market brand power (US)
