The action is part of the “Protection That Changes Everything” campaign, signed by DM9, and is located on the streets of São Paulo, Rio de Janeiro and Salvador
Rexona is betting on OOH to promote its Rexona Clinical line. Developed by DM9, the brand created “OOHs that sweat” and installed them on the streets of São Paulo, Rio de Janeiro and Salvador.
The action, which is part of the “Protection That Changes Everything” campaign, features a hydraulic mechanism with sprayers strategically positioned within the structure to create the appearance of sweat.
“We wanted the OOHs to be in busy urban areas so that we could give the impression that these media also feel the effects of sweat and bad odor on their skin, talking to people, with even more authority, about the discomfort caused by perspiration. The action is integrated into the ‘Protection that Changes Everything’ campaign, which presents the perspective of the consumer who is looking for an antiperspirant that can be decisive in moments of tension in their lives”, said Viviane Ramos, Marketing Director for Deodorants at Unilever.
In addition, digital advertising pieces were also developed to amplify the message in different parts of the cities.
