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

18 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

18 hours ago

Agency Report Card 2024: VML

Working through a complex merger in 2024, VML remained steady and stable. Now it's time to show the world how it can flex its scale to creative benefit for all to see.

19 hours ago

'If it doesn’t entertain, don’t even enter': ...

Nearly 80% of the Film Lion winners used humour as a narrative style. McCann’s APAC chief creative officer and Film juror Valerie Madon explains why funny works, short-form is trickier than it looks, and why the best films sell more than just a feeling.

19 hours ago

Canva plugs MagicBrief into the creative feedback loop

By acquiring MagicBrief, Canva is blending AI-powered insights with real-time design iteration—turning creative guesswork into scalable, data-backed storytelling for enterprise teams.