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'We Are Strong...'

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New work for Unilever's Sure from Deutsch NYC

'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:
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
Editor:Steve Bell / Nikolai Johnson
Post Facility: COMPANY 3
Colorist: Tim Masick
Print Photography: Dann Clinch
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Categories: Beauty & Health, Wed, 25 Apr 2012 16:52:43 GMT