Lowe Malaysia has come up with a digital activation that integrates Rexona Men and CLEAR Men to celebrate one of the world’s most significant sporting events.
The campaign aims to capture Malaysian men aged 15 to 35.
As football is the target group’s number one passion point, and most games are screened and watched in the wee hours of the morning, the agency decided to leverage on the insight that die-hard Malaysian fans would be staying up all night and into the morning, and won’t be their “freshest” the next day, especially for work.
This led to the concept of ‘morning after freshness’, creatively expressed in the humorous theme of the Football Zombie – where Rexona + Clear was positioned as ‘the antidote’.
The Football Zombie appears as a ‘less than fresh’ character in desperate need of the antidote. Short-films take the form of a public service announcement message (PSA) as horrified housemate and girlfriend recount their experience with the football zombie, and experts find a cure.
The Football Zombie theme features on a campaign microsite, 11 online videos, and the Football Zombie game: “cure the football zombies and win prizes over RM80,000”.
The Housemate
· Football Zombie Official Trailer
Credits
Lowe Malaysia:
Zaidi Awang (Executive Creative Director)
Faras Adanan (Art Director)
Usamah Azlan (Copywriter)
Noelle Goh (AV Producer)
Helmi Ismail (Senior Digital Manager)
Sailesh Wadhwa (Strategy Planning Director)
Kevin Yeoh (Business Group Head)
Michelle Wong (Account Executive)
Client:
Lim Cheng Yee (Brand Manager – Rexona)
Lee Guan Aik (Brand Manager – Clear)
Production house: Superwonderful – Al Isaac (Film Director)
Media: Mindshare
