Rexona partners with Dylan Alcott for new brand campaign via Bastion
Rexona has brought in 2022 Australian of the Year Dylan Alcott to fight the narrow definition of what a typical “mover” looks like in its latest brand campaign created by Bastion.
“Not Done Yet” reflects Rexona’s new global brand purpose to help and empower people with the confidence and opportunity to move more by challenging cultural and social barriers and stereotypes.
30″: https://youtu.be/vjDvty7wSE8
15″: https://youtu.be/Jl_MZaIeMAA
15″: https://youtu.be/vcAUcgXQBW0
In creating the campaign, Bastion conducted local research that revealed 43% of Australians believe they don’t move enough, with 59% citing mental or physical barriers as the key reasons. 80% noted that they would move more if those barriers didn’t exists. Overarchingly, the study determined misrepresentation and stereotypes breed self-doubt and lack of confidence, with one in four of those surveyed reporting self-consciousness about the way they move.
The campaign features a long form film, as well as a 30-second and two 15-second spots, each starring Alcott, who encourages Aussies to overcome the mental and physical barriers that prevent participation in movement by remembering three words – ‘Not Done Yet’.
Alongside Alcott, the spots feature the first Dylan Alcott Foundation recipient, junior wheelchair tennis player Jin Woodman, as well as a number of everyday Australians who are seen to battle and banish self-doubt.
“I know all too well, what it feels like to have that voice in your head with self-doubt and what it feels like to be told you can’t do something. One of my greatest achievements in life is not only overcoming physical barriers but overcoming the mental barriers to confidently move freely and play elite sport at the highest level,” said Alcott.
“I’m extremely proud to partner with Rexona in the fight against misrepresentation and stereotyping. By starting the conversation and advocating for change, I believe we can make a meaningful difference, together.”
In addition to conducting the research, Bastion managed all consumer and earned PR, digital comms and creative strategy, concept development and production of all local digital campaign assets. Bastion also engaged and managed the brand ambassador relationships with Alcott and the charitable partnership with his foundation.
The campaign was Unilever’s first fully inclusive production with disability representation both in front and behind the camera in collaboration with Bus Stop Films and Bastion Creative.
John McKeon, marketing director, Rexona explained: “we were surprised to learn that many Australians move less because they don’t fit the stereotypical mould of a ‘mover’. This self-doubt holds them back from experiencing all the mental and physical benefits movement brings. Rexona keeps people fresh, which gives them confidence to move, but that is clearly not enough, we need to change the perception of who a typical mover is to really get people going. We want to create a world where everyone has the confidence to move more, regardless of body shape, gender, race, sexuality, or disability.”
“So many Australians have been told they aren’t ‘good enough’, ‘strong enough’ or that they ‘play like a girl’, and we’re on a mission to change that. We want to create a world where everyone has the confidence to move more, regardless of sexuality, gender, race, disability, and body shape.”
Bastion group chief creative officer Simon Langley added: “It’s not every day you get the opportunity to work with such a wonderful cast, including Dylan Alcott Foundation recipient Jin Woodman and Australian of the Year Dylan Alcott, to bring to life this important campaign to get all Aussies moving more. We couldn’t be prouder of the result.”
The campaign launched on the Sunday 28 August across BVOD, SVOD, YouTube, social, point of sale, as well as a content partnership with Nine.
Credits
Unilever
Marketing Director: John McKeon
Senior Marketing Manager: Anna Tracey
Brand Manager: Alysha Arciuli
Bastion
Group Chief Creative Officer: Simon Langley
Senior Copywriter: Andrew Fraser
Senior Art Director: Aaron Lipson
National Chief Strategy Officer: Angela Morris
Managing Partner: Ana Lynch
Group Client Director: Andrew Henderson
Group Client Director, PR: Nancy McDonald
Client Director, PR: Jack Power
Head of Production: Jacqueline Archer
Agency Producer: Callum Smit
Production Company: Photoplay
Executive Producer: Oliver Lawrance
Executive Producer: Emma Thompson
Director: Michael Gupta
DP: Marden Dean
Casting: Chameleon
Postproduction ARC Edit
Editor: James Ashbolt
Media Agency: PHD
Punesh Han (Business Director) PHD Media
Alysia Engelsen (Investment Director) PHD Media
Greta Mewing (Senior Content Manager) DRUM
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