Futuristic
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- 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
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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