Football Zombies wake up feeling fresh in campaign for Rexona + Clear via Lowe Malaysia
Lowe Malaysia has tied together Rexona Men (deodorant), and CLEAR Men (anti-dandruff shampoo) to celebrate one of the world’s most significant sporting events.
While football is the target group’s number one passion point, the agency wanted to find something compelling that would strongly resonate with the audience. Lowe leveraged the insight that because most games are screened and watched in the wee hours of the morning due to the time difference, die-hard Malaysian fans would be staying up all night and into the morning, and won’t be their “freshest” the next day, especially for work.
Hence, the concept of ‘morning after freshness’ was born and creatively expressed in the humorous theme of the Football Zombie – where Rexona + Clear were positioned as ‘the antidote’. Our Football Zombie appears as a ‘less than fresh’ character in desperate need of the antidote. Short-films take the form of a public service announcement message as a horrified housemate and girlfriend recount their experience with the football zombie, and experts find a cure.
The Football Zombie theme features on a campaign microsite, 11 online videos, and the Football Zombie game: “cure the football zombies and win prizes over RM80,000”.
Luckily, with Rexona+Clear, fans can enjoy the game and stay fresh the morning after with all-day protection.
Credits – Executive Creative Director: Zaidi Awang. Art Director: Faras Adanan. Copywriter: Usamah Azlan. AV Producer: Noelle Goh. Senior Digital Manager: Helmi Ismail. Strategy Planning Director: Sailesh Wadhwa. Business Group Head: Kevin Yeoh. Account Executive: Michelle Wong. Client: Lim Cheng Yee (Brand Manager – Rexona) Lee Guan Aik (Brand Manager – Clear) Production House: Superwonderful – Al Isaac (Film Director)
1 Comment
Whats with the fake accents bro?