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Pitvertising

Unilever

Issue 59 | June 2021

Agency

Clemenger BBDO Sydney

Creative Team

Executive Creative Director: Brendan Willenberg, Darren Wright Senior Creative: Rowan Foxcroft Creative: Smaran Jworchan

Production Team

Production company: PHD Content

Other Credits

Marketing Director – Deodorant ANZ: Scott Mingl Brand Lead ANZ: Oliver Penn Senior Account Director: Smaran Jworchan Planner: Vince Usher Background

Date

2020-2021

Background

The BBL 2020-21 series will go down as the ‘Year of the Pit’ where Rexona owned the summer after unveiling a new form of advertising sponsorship – ‘Pitvertising’. The stunt saw the Rexona logo with its iconic tick featured on the underarms of cricket umpires’ uniforms during the season in an industry-first sponsorship deal with Cricket Australia.

Idea

The creative was designed to draw a parallel between Rexona’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments. Unlike a standard sponsorship placement, ‘Pitvertising’ is hidden for the majority of the game, and only revealed during dramatic moments of the game, making its impact even stronger.