The One Show
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Category
Influencer Marketing / Single Channel
Annual ID
OS_SM21_094M
About the Work
People sweat more when they feel nervous, right? So we’ve decided to put Rexona Clinical* to the test, by making the most watched people on YouTube feel just like that: nervous.
Six of the biggest Brazilian YouTubers used our deodorant and swapped channels with each other.
Motherhood and DIY (Do It Yourself), fitness and cooking, sports and e-sports.
For one day, these YouTubers from completely different areas did what they had no expertise on, in front of millions of subscribers.
And even after all this nervousness, we showed that they didn’t sweat, thanks to Rexona Clinical.
It became a chaotic, funny and entertaining product demo, that engaged the millions of subscribers from each YouTube channel in a very unusual way. The idea sparked a conversation on social media about nervous sweating and got 315k interactions, 85% of positive comments, while lifting sales by 30%.
Six of the biggest Brazilian YouTubers used our deodorant and swapped channels with each other.
Motherhood and DIY (Do It Yourself), fitness and cooking, sports and e-sports.
For one day, these YouTubers from completely different areas did what they had no expertise on, in front of millions of subscribers.
And even after all this nervousness, we showed that they didn’t sweat, thanks to Rexona Clinical.
It became a chaotic, funny and entertaining product demo, that engaged the millions of subscribers from each YouTube channel in a very unusual way. The idea sparked a conversation on social media about nervous sweating and got 315k interactions, 85% of positive comments, while lifting sales by 30%.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Sao Paulo
Client / Brand
Unilever / Rexona Clinical
Art Director
Guilherme Portugal
Executive Creative Director
Alexandre Pagano
Joao Caetano Brasil
Motion Designer
Icaro Reis
Account Team
Daniel Baena
Gisele Pansera
Renato Nose
Bruno Lira
Client Approval
Andreza Graner
Luisa Cosenza
Influencer Specialist
Paula Malvezzi
Innovation & connections
Rafael Amorim
Planner
José Lucas de Paula Brolio
Glaucia Guerra
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