Staff Reporters
Sep 1, 2022

Dylan Alcott says he's 'not done yet' in Rexona campaign

The film marks Unilever’s first-ever production with 100% disability representation.

Unilever-owned deodorant brand Rexona’s new campaign features 2022 Australian of the Year and sportsman Dylan Alcott to defy expectations of what a ‘mover’ looks like. Alcott is a former wheelchair tennis and basketball champion; in fact, he is only man to complete the tennis Golden Slam in quad singles, winning all four majors and the Paralympics in 2021.

In this ‘Not Done Yet’ campaign, Alcott encourages his fellow countrypeople to overcome the mental and physical barriers that prevent participation in movement by remembering three simple words. The films feature the first Dylan Alcott Foundation grant recipient, junior wheelchair tennis player Jin Woodman, and a range of everyday Australians.

The campaign is based on the insight that one in two Australians believe they don’t move enough, with 59% citing mental or physical barriers as key reasons. Eight in ten, or 81%, said they would move more if those barriers didn’t exist. 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.

This campaign marks Unilever’s very first fully inclusive production with disability representation both in front and behind the camera. The campaign launched on 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

Source:
Campaign Asia

Related Articles

Just Published

2 hours ago

Apple leads as US dominates Kantar's Top 100 Global ...

As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.

2 hours ago

Microsoft to retire Xandr DSP in favour of an ...

After acquiring the DSP from AT&T in 2021, Microsoft’s priorities began to shift more to the sell side, with AI at the forefront.

3 hours ago

Arthur Sadoun calls for ‘different approach’ at ...

Publicis CEO says Lions festival should not just be about 'AI theory' or 'celebrating creativity for its own sake', given the toughest conditions since the pandemic.

19 hours ago

From Hiroshima to Hangzhou: How Jagabee and Frugra ...

The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.