REXONA - THE CITY IS MY GYM

Rexona's goal: Get people moving. Challenge? Czechs and Slovaks hit by the sitting epidemic. The only thing we were climbing was the obesity rate chart. Top excuses: No time, no space, no money. Our solution: Ditch excuses. Use the biggest gym—your city. It's free, and you're there daily anyways.

We went 'tough love' (we're Slavic, after all). Our coach? Blunt rapper Rytmus. We kicked off with a PR bomb: Rytmus opening Central Europe's biggest gym. Once the buzz hit, our campaign—and the Czechs and Slovaks—got moving.