Rexona for Men European Championship 2006
For Rexona for Men there was a concept for a European Championship spot, made by Lowe. In the spot there was a guy that looked in a mirror and saw himself as a Lion (The Dutch symbol/mascotte for Socker). So we came up with an activation campaign from which only one part was executed by the client; Release the Lion inside! Part of that campaign was a Roar Box (Brul Box). You could go inside the cage and when you would roar loud enough, you would get a free sample of Rexona for Men. But the concept was tweaked a little and now people could "roar" themselves on to the TV screen. In the first images you see the execution of the box. Below, the sketch we presented to the client.
Some proposed scetches.
