“I know all too well what it feels like to have that voice in your head with self-doubt."
Rexona has teamed up with 2022 Australian of the Year Dylan Alcott and creative agency, Bastion for a brand campaign to fight the narrow definition of what a typical 'mover' looks like and help all Australians to move more, regardless of their shape, size, look or ability.
The ‘Not Done Yet’ campaign reflects Rexona’s new global brand purpose and mission to help and empower people with the confidence and opportunity to move more by challenging cultural and social barriers and stereotypes that dissuade people from participating.
It is spearheaded by long form, 30- and two 15-second films, with Australian of the Year Dylan Alcott encouraging all Aussies to overcome the mental and physical barriers that prevent participation in movement by remembering three simple words - ‘Not Done Yet’.
The ads also feature the first Dylan Alcott Foundation grant recipient, junior wheelchair tennis player Jin Woodman, and a range of everyday Australians battling and then banishing self-doubt with the mantra.
Alcott said: “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.
“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.”
Rexona produced Unilever’s very 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 said: “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.”
Bastion Group chief creative officer Simon Langley said: “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 Australian campaign launched Sunday August 28, with creative rolling out across BVOD, SVOD, YouTube, social, point of sale, and through 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
