Rexona wants people to move more. After all the more you move, the more you sweat. The brand wanted to be relevant during the Olympics, a glorious sweat stained celebration of movement. The only issue being, they weren't an official sponsor.
We came up with the campaign, Everyday Athletes, aligning the movement we do each day with that of an Olympian. Neatly avoiding any legalities the IOC might throw down.
TVC
As well as inspiring people to move more we nudged them into action with contextual prompts dotted around the urban environment.
Print and OOH used the film’s visual device to show that we can all be Everyday Athletes.
We produced the campaign for Unilever’s local markets to pick up and run with (no pun intended). Often campaigns produced centrally never get used in market. This one did… apparently it’s still running in Kazakhstan 5 years later!