Wed, 11 Jun 2014 16:01:22 GMT
Lowe Malaysia's new campaign for Rexona & CLEAR Men targets the late-night football watchers.
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 was 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 (PSA) as 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".
Zaidi Awang (Executive Creative Director)
Faras Adanan (Art Director)
Usamah Azlan (Copywriter)
Noelle Goh (AV Producer)
Helmi Ismail (Senior Digital Manager)
Sailesh Wadhwa (Strategy Planning Director)
Kevin Yeoh (Business Group Head)
Michelle Wong (Account Executive)
Lim Cheng Yee (Brand Manager – Rexona)
Lee Guan Aik (Brand Manager – Clear)
Production house: Superwonderful - Al Isaac (Film Director)
Media: Mindshareview more - Hires, Wins & Business
Categories: Deodorant, Beauty & HealthMullenLowe Singapore, Wed, 11 Jun 2014 16:01:22 GMT