Creative campaigns
Dove
Be fearless, smell beautiful
Bring the heat
Bring the heat
Briefing
Rexona was sponsor of the UEFA Euro Cup 2024. Our challenge was to translate this global partnership into a locally relevant campaign for the Benelux. The objective was to grow Rexona as the leading efficacy brand in the Benelux, highlighting its innovative body heat-activated technology.
Strategy
We teamed up with the hottest talent of the Dutch and Belgian national teams to show what it truly takes to perform at the highest level. From relentless training to high-pressure moments under the spotlight, we captured their drive, discipline, and resilience needed to push through the heat on and off the pitch. The message was clear: no matter how hot things get, Rexona is built to keep you moving. It never lets you down.
Approach
We followed Tijjani Reijnders and Jeremy Doku on their road towards the European Championship. We captivated consumers through out of home, online video, Instagram, TikTok, and in-store activations. By creating impact before, during and after the tournament we strengthened brand preference and proved that Rexona always delivers.
We measure brand impact
We inspired millions of fans to embrace the heat and push their limits, driving a increase in awareness of Rexona’s body heat-activated protection. Confidence in Rexona as the top choice for sports surged while brand preference rose by 42%.
+
35
%
+
48
%
+
42
%
Influencers
Tijjani Reijnders
Tijjani Reijnders is a Dutch footballer who plays as a midfielder for AC Milan and the Netherlands national team. Tijjani embodies the next generation of athletes who inspire confidence through action making him the ideal ambassador.
Country
NL
Brand Fit
40%
Influencer Fit
47%
National team
61%
01
Jeremy Doku
Jérémy Doku is a Belgian footballer who plays as a winger for Manchester City and the Belgium national team. Known for his explosive pace and fearless style of play, Jérémy leads with energy and purpose, making him a natural fit to represent Rexona’s mission.
Country
BE
Brand Fit
48%
Influencer Fit
59%
National team
71%
02
More than just a social post
Cases
Cases