A whole body deodorant is a new idea. AMV BBDO, FleishmanHillard and Mindshare are helping Sure (also known as Rexona, Degree, Shield) to get the idea into British minds with a sniffable billboard. Passers-by can sniff the naughty bits of a man and a woman depicted on the poster that is scented with oils, representing the brand’s most adaptive odour technology that stops odour at its source. Reactions to the high-impact billboard were captured on camera for use in a social media campaign.
The activation is part of the UK launch of the brand’s F.O.B.O. campaign to introduce Sure’s new range of whole body deodorants in the UK.
The poster was placed London’s borough of Camden for one day only to drive conversation about the campaign as the product hits supermarket shelves.
AMV BBDO creative director Jack Smedley and George Hackforth-Jones, commented, “When Sure asked us for a product demo, inviting consumers to sniff a giant bum probably wasn’t the first thing that they imagined but we all quickly agreed there is no better way to start a conversation about product efficacy.”
The full F.O.B.O. campaign launched in social, TV and cinema across the US in January and reached the UK in March.
At the heart of the campaign is the insight that only 1% of body odour comes from our armpits, with most bodily pongs emanating from different areas of the body. Highlighting the need to deodorise these areas, AMV has created a multi-media campaign encouraging users to freshen up their “cheesers” (feet), “ta-tas” (boobs), and “booties” and “derrieres” (backsides.)
Credits
Client: Unilever [Sure UK]
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley & Nadja Lossgott
Creative Director: Jack Smedley & George Hackforth-Jones
Creative Team: Esin Huseyin & Davide Mauroni
Planning Team: David Edwards & Katherine Oulds
Account Team: Anneliese St-Amour, Tessa Brisbane, Lucy Burns & Jasmine Coulson
Production Team: Nick Godden, Stefanie Price & Matt O’Brien
Assistant Producer: Kieran O’Malley
Design Team: Kate Whitley
Media Agency: Mindshare UK, Abigail Cork, Tanya Maxwell & Emily Blain
Production Companies: Build Hollywood & Jack Agency
PR Agency: FleishmanHillard
