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Futuristic

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Created: 09/22/09
Last Edited: 12/04/12
15856
672
80
Description
This is a global project for the launching of the new Rexona Men Absolute protection. The execution of this campaign took 14 months and spent almost 7 million dollars. It involved vendors and clients in almost a dozen countries. It was seen in more than 30 countries. Rexona is the biggest selling deodorant brand, and it's known also as Degree (US), Shield (AUS) and Sure (UK).
Project Info
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Credits
Keke Toledo, Steve Lundberg, Fernanda Romano, Jill Meschino, Mark Wnek, Matthijs van Heijningen
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Short link: http://bit.ly/99ATNg

  •  - This is a global campaign for the new Rexona Men Absolute Protection.
     - It took more than a year of work.
     - It included several vendors and spent more than US$ 5 million only in execution.
     - We created every concept from scratch.
     - It includes 5 TV spots, several print ads,a significant interactive effort, OOH and
    lots of viral content.

    TV

  • Matthijs van Heijningen was the director and thepost production was made by The Mill - L.A.















  • PRINT & OOH

  • HEADLINE: God created the armpit. We are fixing his mistake with science.



  • HEADLINE: If you don't appreciate a deodorant with high thermal stability, talk to an eskimo's wife.



  • HEADLINE: No humanoids were actually harmed in testing this product for adrenaline response.



  • HEADLINE: If you think a deodorant that works at zero gravity is useless, you obviously never sniffed an astronaut's armpit.




  • CONTENT

  • This series of 4 videos shows the supposed casting sessions for the campaign. It was seeded via youtube and other P2P video social networks. Here a war robot believes he was born to become a star.



  • It seems this poor droid doesn't have enough processing power to make it to Hollywood.



  • This cocky Boy Band Bot believes he's a gift of technology to the World.




  • This nice robot likes to be called Ed. And he sure deserves it. See how this robot got the role that changed his career.



  • This short movie was seeded before the campaign launched making it looks like there could be a real jet pack being tested by a major car maker.



  • This short clip supposedly showed Ed, the campaign protagonist, playing Wii Fit. It was made as an answer to the popular video "why every man should giver her girlfriend a Wii Fit".
  • WEBSITES

    Visit FULL SITE: www.futurereadyprotection.com



  • CREATING THE FUTURE - A MAKING OF
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This is a global project for the launching of the new Rexona Men Absolute protection. The execution of this campaign took 14 months and spent alm… Read More
This is a global project for the launching of the new Rexona Men Absolute protection. The execution of this campaign took 14 months and spent almost 7 million dollars. It involved vendors and clients in almost a dozen countries. It was seen in more than 30 countries. Rexona is the biggest selling deodorant brand, and it's known also as Degree (US), Shield (AUS) and Sure (UK). Read Less
Published: October 05, 2009
  • Views15856
  • Appreciations672
  • Comments80
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Project Credits
Project Credits:
Keke Toledo
Steve Lundberg
Fernanda Romano
Jill Meschino
Mark Wnek
Matthijs van Heijningen
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