Rexona Film, Digital Rexona Gym Plan by TORKE+CC

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Rexona Gym Plan

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Industry Hygiene & Personal Care Products
Media Film, Digital, Interactive & Mobile
Market Portugal
Released June 2013

Credits & Description

Rexona developed a revolutionary motion sense technology for its deodorants; for every move you make, it releases another burst of protection. So the more you move, the more it works. Do:More.
Hit by the global financial crisis Portugal's economy was going through a tough period. Taxes were raised, bringing down people's purchasing power.
Gym membership fees reflected a sky high VAT of 23% making it difficult to get new clients.
The challenge
How can Rexona get people to do more when they have a lot less?
The idea
Rexona partnered with Lisbon's top gym Club VII to create The Rexona Plan for new members and called it Do: More Sports. A membership plan, where you only pay when you don't go! If you go to the gym every day, you pay ZERO! And for every day that you don't show up at the gym, you have to pay 3 euros.
Creative directors André Rabanéa, Hugo Tornelo Pedro Alegria
Art directors Daniel Machado João Pereira Rui Pica Rui Santos
Copywriters Nuno Trindade Zeynep Rabanéa
Planners Diogo Teixeira Mariana Figueiredo
Producer Soraia Silva Frederico Ferreira