Future ready protection

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Rexona wanted an outdoor campaign that would stand out in the Moscow clutter under the concept “Future Ready Protection” for its Quantum deodorant product. The aim was to show that the anti-perspirant deodorant was so high-tech and effective that it belonged in the future. It wanted to appeal to the modern man who wants to stand out from the crowd.

There are more than 19,000 billboards in the city, so it would take a spectacular execution to stand out. Rexona came up with a media first, a new outdoor format that looked like a robot’s hand holding onto a Rexona can.  Rexona decided to use a network of billboards all over the city, but with a very unusual type of solution within that format. The huge silvery fingers emerged from the billboard, brandishing an enormous can. The brands ‘tick’ logo was illuminated in neon so that it stood out.

Some 40 of these billboards measuring 3 metres by 6 metres were placed around Moscow. The billboards saw awareness amongst the target audience increase by 400%.

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