Client: Rexona Peru
Agency: McCann Peru
Project Type: Brand Loyalty Campaign
Role: Lead Copywriter
Skills Used: Storytelling, Emotional Engagement
Rexona Peru sought to capitalize on the excitement and passion surrounding the Peruvian national soccer team’s return to the World Cup after 36 years. With only three weeks to execute and no budget, the challenge was to create a simple, emotionally charged video that resonated deeply with fans, emphasizing their unwavering support.
Project Brief
Problem: Rexona wanted to engage the nation’s soccer fans in a meaningful way during the World Cup, but with very limited time and no budget, a traditional campaign was out of reach.
Objective: Create an emotional manifesto that celebrates the Peruvian fans’ loyalty and enduring spirit, capturing the pride and passion of their historic return to the World Cup.
Creative Approach
Strategy: With no time or budget for a high-production piece, we focused on crafting a heartfelt manifesto that spoke directly to the hearts of Peruvian soccer fans. The manifesto reflected their loyalty and resilience, drawing parallels between the fans' relentless support and Rexona’s commitment to never let them down.
Concept: “La hinchada no te abandona” (The Fans Never Leave You) highlighted the unbreakable bond between the Peruvian national team and its fans, even in the face of adversity.
Results
Impact: The campaign aired during the World Cup commercial breaks, reaching millions of viewers and generating strong emotional responses.
Engagement: Despite the constraints, the campaign was widely successful, leveraging national pride and fan loyalty to position Rexona as a brand closely connected to the Peruvian soccer experience.