Rexona Design & Branding MOTION RANGE by Lola Madrid

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MOTION RANGE

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Industry Deodorants
Media Design & Branding
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Creative Director Francisco Cassis, Paulo Areas
Art Director Marc Menció
Copywriter Nicolás Gómez Cal
Illustrator Ignacio Méndez
Released September 2011

Credits & Description

Category: Posters
Advertiser: UNILEVER
Product/Service: REXONA WITH MOTION SENSE
Agency: LOLA/LOWE & PARTNERS
Executive Creative Director: Chacho Puebla (LOLA/Lowe & Partners)
Executive Creative Director: Jorge López (LOLA/Lowe & Partners)
Creative Director: Francisco Cassis (LOLA/Lowe & Partners)
Creative Director: Paulo Areas (LOLA/Lowe & Partners)
Copywriter: Nicolás Gómez (LOLA/Lowe & Partners)
Art Director: Marc Mencio (LOLA/Lowe & Partners)
Illustrator: Ignacio Méndez
Creative Advisor: Tura (LOLA/Lowe & Partners)
Media placement: Poster - In store - January

Describe the brief from the client
The product is a technological revolution, the first deodorant for men that detects movement and works even better when you need it most.
It took a lot of time and effort to create it and the brief was equally ambitious.
They needed something different to stand out in the category.

Describe the challenges and key objectives
The challenge was to find a way to talk to our target (25-35 year old men), and make them understand that this wasn’t just another deodorant, but actually something new and different.
We also explained that it’s unlike anything else in its category.

Describe how you arrived at the final design
The agency responded with intriguing creativity in the spirit of the brazen humour that men of that age share with each other.
So, the product was introduced as the consumer’s 'partner in crime'; it was also accompanied by a deodorant POS that goes beyond basic messages of efficiency and defines the product as an ally for situations that they have to face every day.

Give some indication of how successful the outcome was in the market
The campaign launched recently so we don't have sales numbers.
What we do know is that the design won the heart of the client who changed the usual language of antiperspirants to tell a story about this motion technology.