Deodorant brand Rexona (also known as Sure, Degree, Shield) is rolling out a bold new campaign to promote the launch of its new Whole Body Deodorant range. Developed to stop odour at the source, the brand’s most adaptive odour technology yet aims to free people from the fear of body odour (B.O.). Created by London-based agency AMV BBDO, the campaign challenges the assumption that most body odour comes from people’s armpits, by listing all the different parts of the body that might also smell. Packed with often humorous nicknames for various body parts, the visually striking work attempts to normalise the conversation around body odour, making a case for why a whole-body deodorant is exactly what we need.
