NRL star leads Rexona’s latest campaign
NRL superstar Nathan Cleary is at the forefront of Rexona’s latest Bring the Heat campaign.
The Panthers star has entered into a two-year partnership with the antiperspirant brand, whose mission is to inspire confidence in everyone to move more.
Driven by Generator United and Photoplay, the new campaign showcases Rexona’s 72H Advanced Protection range, highlighting the efficacy of body heat activated technology for unstoppable performance and long-lasting freshness. It also showcases Cleary’s indomitable spirit and ability to transcend boundaries.
As a Rexona ambassador, Cleary said he is 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.”
Media agency Mindshare will lead the campaign across various platforms in ANZ, including screens, social, OOH, partnerships, retail, and search.
Rexona marketing director John McKeon said: “Nathan 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. We are thrilled to have him join us on this exciting journey.”
The campaign’s innovative 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 showcased through a Snapchat augmented reality lens, 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, sports facilities and parks.
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