Rexona Whole Body Deo
Unilever
Services:
Digital Advertising Services: Elevate Your Brand’s Presence
Contracted by
Hogarth
Insight
Rexona’s Whole Body Deodorant campaign marked a bold and culturally charged shift for the brand — tackling the taboo of full-body sweat and odour with cheeky confidence and a refreshingly honest tone. With only one per cent of body sweat coming from underarms, the message was simple: everyone smells a little beyond the pits, and that’s completely normal.
Working at Hogarth, I was part of the creative team responsible for bringing this campaign to life across a massive national rollout. This wasn’t a typical product launch — it was a full-scale media presence, blending humour, insight and cultural specificity across every major channel. My focus was on design execution for both digital and out-of-home, ensuring Rexona’s irreverent tone translated seamlessly into high-impact formats.
Idea
The outdoor component was huge. From full-station takeovers in Sydney and Melbourne to large-scale billboards and transit signage, our team delivered a comprehensive OOH suite that was bold, punchy, and impossible to ignore. These placements leaned into Australian slang — “moneymakers” for feet, “cheeks” for bums, and a few more risqué nicknames that sparked plenty of smiles (and a few double-takes). The visual system needed to carry these jokes clearly, fast, and legibly across high-traffic environments, which meant strong typography, smart contrast, and clear brand presence.
In parallel, I worked on an extensive array of digital assets — static and animated banners, homepage takeovers, social tiles and more. These extended the campaign’s reach into online environments, maintaining the same bold voice and cultural relevance. Our production approach balanced creative sharpness with flexibility, adapting layouts across platforms and placements while staying visually cohesive.
Impact
While the Australian campaign was distinctly local in its tone and humour, it formed part of a wider global push. In the U.S., Rexona’s sister brand featured Martha Stewart in a tongue-in-cheek campaign that brought the conversation into the mainstream. Her presence gave the campaign extra cultural weight — and made it clear that this wasn’t just another deodorant launch, but a global repositioning built on boldness and relatability.
Designing for Rexona’s Whole Body launch was a chance to blend smart strategy with playful execution — making something seemingly mundane feel relevant, current, and part of the culture. It was a campaign that didn’t shy away from awkwardness — it owned it, and made it funny.
As with most integrated campaigns, multiple agencies contributed. TVCs shown are included solely for context of the overarching idea; my role was leading the digital and OOH design rollout.
