REXONA / HOW TO APPLY WHOLE BODY DEO WITH MARTHA STEWART
The Queen of How To teaches Aussies How To.
In a category-first launch, Stewart trades flower arrangements for full-body freshness to launch Rexona Whole Body Deodorant.
The brief called for earned-talkability, so we created a playfully absurd How-To film with Martha Stewart, infusing her trusted expertise into a product that keeps you fresh from head to toe, with a wink.
The campaign was kicked off by teasing the How-To film with seemingly leaked footage of Martha Stewart on set with a mystery man, sparking speculation across news media and social. The record was set straight via a follow-up post on Martha’s own channels, confirming it was not a cheeky home video, but a cheeky How-To. The man? Simply, her foot model.
From there, the campaign expanded across owned, earned, and influencer channels. A curated crew of How-To creators – from beauty and DIY to lifestyle – each reinterpreted the How to Apply Whole Body Deo routine in their own unique style.