Rexona | Everyday athletes

Last summer, Rexona Australia launched a campaign called “Everyday Athletes” in which it is shown how Rexona deodorants are appropriate for every moment of our daily life.

The campaign starts by showing one of the most successful rugby players in Australia, Jonathan Thurston, running in the field but in the same time the scene changes and we can see a man trying to catch the bus by doing the exact same moves as the first one. Right after this scene we can see the champion surfer Sally Fitzgibbons celebrating her win on surfing and suddenly the picture alternates and we see a girl celebrating in a weekend party by doing the exact same moves as the surfer. Eventually in the final scene we can see the Australian cricketer, Usman Khawajawho’s scoring for his country and in the same time a mother playing with her little child.

This campaign has also launched a bunch of spots combining many different moments both of athletes while on the run and moments of people like waitresses, people walking their pets, chefs, etc. In this way the viewer can be imprinted in the acts of the athletes and do something like he or she may do; turning their everyday tasks into real sports activities!

This arty, post-production way of exchanging the images in the scenes indicates that it doesn’t matter who we are and what we do but even the simplest thing can make us athletes too. So, whether you are a professional or an everyday athlete, Rexona has the ultimate solution for you and encourages you to move because it will be there for you.

This campaign seemed to be successful among Australians so it made its journey across the world and each local market created its own special version for “Everyday Athletes”.

Our Team: Starketers (Sofia Anastasiou, Nektaria Ignatiou, Marianna Kantli, Marianna Brousti, Martha Tselemegkou)