Rexona: DO MORE

Background

Rexona, the $1.5 billion deodorant brand, came to the agency to launch a new global philosophy: DO:MORE. The task was to mobilize online communities and rally them around the brand's call to action. The mission was to create a digital ecosystem for Unilever's global deodorant brands. Thus was created the ultimate YouTube channel aimed at the most activity-oriented groups: adrenaline junkies and street dance fans.