Rexona
faça acontecer

Rexona - Faça:Acontecer

The launch of Rexona’s new Do:more brand positioning required a boost to engage customers and provoke them to do more. But what reasons would they have to do more? Or even: who would they do it for?  A relevant cause was needed to get customers more involved. The cause was brought to light by Brazilian’s Olympic project – a fitting cause to the brand and its target audience. Faça:Acontecer is a crowd funded project in which people ‘do more’: as the audience accomplishes a series of challenges they enable Rexona to donate even more funds to Olympic gold medalist Arthur Zanetti’s Training Center. In other words, the audience did more so that Rexona could also do more.  We challenged runners from Sao Paulo to run an extra kilometer, turning a 10K into an 11K. We asked people in Rio de Janeiro to play 24 hours of soccer. We dared gym members in Recife to run, walk and cycle a total of 300 kilometers in 5 hours time. Finally, we invited them to share their experiences and efforts online so that more people could be inspired. All videos exceeded the 150k goal views individually and over 200 articles were issued about the campaign.

Agency: New Content

Client: Unilever Rexona

CD: Felipe Simi

Creatives: Marcelo Diniz, Larissa Vaz e Pedro Menezes

Copy: Raphael Pavan

Visual: Larissa Vaz e Pedro Menezes