Signed by Energy BBDO, the campaign projected statistical data onto buildings in São Paulo
Rexona has launched the “Impossible Podium” campaign, which aims to address the barriers that hinder the movement of Brazilians and generate reflection on how society can evolve through sports.
Developed by Energy BBDO, the brand projected images on buildings in four areas of the city of São Paulo, namely Minhocão, Pinheiros, Higienópolis and Consolação, which highlighted real statistical data that measure the barriers that Brazilians face and that end up negatively impacting access to sport.
“Despite so many barriers, Brazilians are capable of overcoming them. Rexona wants to inspire people to invest in their dreams in sports. The projections draw attention and generate reflection on the barriers faced in practicing sports, barriers that are so many that they make the top spot on the podium seem unattainable,” explained Poliana Sousa, Personal Care Leader at Unilever Brazil.
The campaign also has ambassadors such as Serginho and Fabi Claudino, from volleyball, and Daniel Dias, from swimming.
In addition to them, Rexona also put together a team of content creators, with names such as Karen Jonz, Danrley Ferreira, Ingrid Silva and Matheus Granado, to reverberate the communication, amplifying the discussion about the size of the challenge of being a Brazilian athlete and standing on a podium with so many barriers.
“The intention of the project is to show the human side of athletes, the difficulties they encounter along the way and that, despite all the barriers, it is possible to reach the top of the podium”, explained the Executive Creative Director of Energy BBDO, Alexandre Pagano.
“Pódio Impossível” was created to expand the brand’s purpose of encouraging sports through the movement, which has as one of its pillars the “Quebrando Barreiras” program, aimed at sports practice with children and adolescents in the country. The initiative will extend throughout the year with programs aimed at promoting sports/social actions.
