Rexona's 'Bring The Heat' with Nathan Cleary via Generator United

28 May 2024

Creative Agency: Generator United
Media Agency: Mindshare

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Rexona’s 72H Advanced Protection range.

Rexona has launched a campaign with NRL star Nathan Cleary for its new creative platform Bring The Heat.

Cleary has entered into a two-year partnership with the antiperspirant brand.

Spearheaded by Generator United and Photoplay, the campaign showcases Rexona’s 72H Advanced Protection range which is Body Heat Activated. 

The campaign highlights the superior efficacy of Body Heat Activated technology for unstoppable performance and long-lasting freshness, while showcasing Cleary's indomitable spirit and ability to transcend boundaries. 

Cleary, halfback for the Penrith Panthers in the Australian NRL, said as a new ambassador for Rexona, he’s excited to be part of the team and to motivate Australians to unleash their full potential through movement.

“This campaign resonates deeply with me, as like many Australians, I am faced with challenges and am dedicated to persevering, pushing forward, and never settling." 

Rexona marketing director John McKeon said Cleary embodies the pinnacle of athletic excellence in Australia.

“Reflecting our brand's overarching ethos of resilience and determination. His ability to overcome obstacles and inspire others to embrace movement with confidence aligns perfectly with Rexona's values,” he said.

“We are thrilled to have him join us on this exciting journey."

Mindshare will lead a media campaign designed to support Rexona’s Body Heat Activated product proposition across various platforms in ANZ, including screens, social, OOH, partnerships, retail, and search. 

The campaign's initiatives include The Rexona Analyser, offering in-depth coverage of high-heat moments during Friday matches, along with integrated mid-show segments delving into Bring the Heat.

Further visual representation of heat activation will be achieved through a Snapchat AR lens encouraging users to 'bring the heat', heat activated OOH through Rev360 and oOh!, neon special builds with JC Decaux and modular assets for online video with geo-location triggers around gyms, sport facilities and parks. 

The TVC featuring launched on Sunday May 19.



Client: Unilever, ANZ
Brand: Rexona
Brand Manager: Alysha Arciuli
Marketing Manager: Amy Doss
Creative Agency: Generator United
Campaign Production Director: Darren Bailey
Production Company: Photoplay
Producer / EP: Oliver Lawrance
Talent Agency: Octagon
Media Agency: Mindshare

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