July 2007
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Challenge: Reinforce Rexona Crystal's efficiency in the anti-white marks segment.

Idea: Amplify the white marks on dark clothing problem and present Rexona as the most effective solution.
Execution: Use of stencil and other mixed techniques. Urban and feminine visual language.

Goal: Point out the benefit of the product. Maintain the urban and current look visible of the international campaign
Developed pieces: Adshel
Advertising Agency: Lowe, Lisbon, Portugal
Creative directors: Susana Albuquerque, João Coutinho
Copywriter: Filipa Gomes
Art director: Teco Cipriano
Strategic planning: Sérgio Santos
Account director: Susana Coerver
Account executive: Joana Valadão
Agency producer: Ana Rondão
Photographer: Ricardo Cruz
Stencil "Men": Tiago Albuquerque

Comments (9)

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Xen's picture

Makes me think that this deodorant leaves white marks.


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