senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Hires, Wins & Business in association withTalent on LBB
Group745

Search for a 'Cure' to the Football Zombie Virus in New Lowe Campaign

11/06/2014
53
Share
Campaign for Rexona & CLEAR includes web game & competition

Lowe Malaysia's new campaign for Rexona & CLEAR Men targets the late-night football watchers.

While football is the target group’s number one passion point, the agency wanted to find something compelling that would strongly resonate with the audience. Lowe leveraged the insight that because most games are screened and watched in the wee hours of the morning due to the time difference, 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.


Hence, the concept of ‘morning after freshness’ was born and creatively expressed in the humorous theme of the Football Zombie – where Rexona + Clear was positioned as ‘the antidote'. Our 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".


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

SIGN UP FOR OUR NEWSLETTER
Work from MullenLowe Singapore
Travelling
Closeup
07/05/2025
Thematic
Closeup
07/05/2025
Coffee
Closeup
07/05/2025
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v2.25.1