'We Are Strong...'

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 we are inadequate and unattractive.

 

Unilever’s Sure (Called Rexona in South America) has reframed the discussion with its Maximum Protection product global launch: We see sweat as a symbol of strength, not of weakness. Sweat is a sign that we’re engaged, we’re doing, we’re achieving. Women are strong. And now there’s a product as strong as we are.

 

Running in 24 countries, it’s beautifully shot by director Danny Clinch for TV, print and out-of-home in black and white, with women that today’s women can relate to.

 

To see the work, click here: http://www.lbbonline.com/videos/819

 

Agency: Deutsch, New York

Chief Creative Officer: Greg DiNoto

SVP, Group Creative Directors: Liz Gumbinner

Creative Director: Ron Wachino

Associate Creative Director: Elizabeth Maertens

EVP, Director of Content Production: Joe Calabrese

VP, Director of Art Production: Helen O’Neill

 

Global Brand VP, Rexona: Pablo Gazzera

Brand Development Director, Rexona: Anna Creed

Global and Regional Innovation for Rexona: Cecilia Catalano

 

Production Company: MILKT FILMS

Director: Danny Clinch

Director of Photography: Vance Burberry

Executive Producer: Linda Narvaez

Producer: Milk+Honey, Prague

Editorial:COSMO ST EDITORIAL

Editor:Steve Bell / Nikolai Johnson

Post Facility: COMPANY 3

Colorist: Tim Masick

Post Company: SOUND LOUNGE, NYC

Print Photography: Dann Clinch