Activating the Rexona sponsorship of the Lotus Formula 1 Team

Challenge - Give meaning to the Rexona brand when applied to the Lotus Formal 1 Sponsorship. 

Idea- Rexona is a brand that supports consumers in doing more. Instead of focusing purely on the athletes of the sport, we took our attention to the support team. This was our authentic role in which we could find some space in which to communicate in an oversaturated sponsorship. The content created rolled out in both owned media spaces and through targeted, seeded passion destinations for real F1 enthusiasts.