For years, women have been portrayed by the deodorant industry as weak. A problem in need of fixing. From embarrassed bridesmaids to sheepish business women in silk blouses who hide their armpits, women have been made to feel that without a deodorant they are inadequate and unattractive. Unilever’s Sure (also known as Rexona) has reframed the discussion with its Maximum Protection product global launch. Sweat is presented as a symbol of strength, not of weakness. Sweat is a sign that women are engaged, doing, achieving. Women are strong. And now there’s a product as strong as women are. The campaign features a television commercial, print and out-of-home advertising, with women that today’s women can relate to.
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The Strong campaign was developed at Deutsch, New York, by chief creative officer Greg DiNoto, group creative director Liz Gumbinner, creative director Ron Wachino, associate creative director Elizabeth Maertens, director of content production Joe Calabrese, director of art production Helen O’Neill, working with global brand VP Pablo Gazzera, Rexona brand development director Anna Creed, global and regional innovation director for Rexona Cecilia Catalano.
Filming was shot in Prague, Czech Republic, and Montevideo, Uruguay, by director Danny Clinch via MILKT Films with director of photography Vance Burberry, executive producer Linda Narvaez, and producers at Milk & Honey, Prague.
Editor was Steve Bell at Cosmo Street with assistant editor Nikolai Johnson. Colorist was Tim Masick at Company 3. Music was licensed at Human Worldwide, New York. Audio post production was done at Sound Lounge, New York.