The deodorant company tricks unsuspecting pedestrians in a shopping centre prank.
Rexona has created a publicity stunt in a shopping centre as part of a larger push to return focus to its Invisible Dry range.
A makeshift walkway was constructed with a screen which then shattered when shoppers walked over it, much to the amusement of the Rexona construction workers standing by.
The video content has been released on Rexona's social channels, with six-second boosted videos on Facebook, a 15 second ad on YouTube as well as a longer 90-second edit.
The construction was designed by digital content agency Mindconsole.
“Everyone responds differently to external stimuli so we needed to ensure multiple senses – sight, sound and motion – were considered. A combination of technologies was paramount in the surprise,” says Ian Ratcliff, Mindconsole managing partner.
