The UEFA European Football Championships 2024, which take place in Germany this summer, are underway! In the build-up, we’ve been helping Unilever activate its official partnership with the tournament, delivering on behalf of multiple of its Personal Care and Nutrition brands – including Rexona, Dove Men+Care and Hellmann’s, in more than 25 markets.
Rexona
Across the summer festival of footy, we’re helping Rexona ‘Bring the Heat’ to UEFA Euro 2024, with the help of a few global superstars. Toni Kroos (Germany & Real Madrid), Ferran Torres (Spain & Barcelona) and Olivier Giroud (France & AC Milan), are all part of the campaign which showcases that, no matter if you are just a football fan or one of the greatest players on the planet, Rexona gives you the confidence you need to ‘Bring the Heat’ both on and off the pitch – offering you 72H Non-Stop Protection.
To bring the campaign to life, we created three local TVC assets featuring our star talent, which will run for the duration of the tournament. Alongside this, social-first assets featuring Kroos, Torres and Giroud were created. We will also soon launch ‘Rexona’s Heat-Off’, which pits the players against one another as they look to out-do their opponent, and invites consumers the chance to create their own version of the content. Alongside this, ‘Rexona’s Can-Cam’ will go live, putting a unique spin on traditional ‘Behind the Scenes’ content – placing the product at the heart of the asset whilst giving fans a sneak-peak into life on set with truly world class talent.
The team also produced key visuals championing the talent in Point Of Sale and digital OOH across Germany, Spain and France, ensuring Rexona is top of mind for every football fan this summer.
Dove Men+Care
Fellow Unilever Personal Care brand, Dove Men+Care, will also play a major part in proceedings over the next month, with the help of none other than Euro 2000 winner, Thierry Henry.
As a brand, Dove Men+Care believes that in order for me to best look after others, first they need to look after themselves. Having been both player and coach, few understand that better than Thierry. So, we helped produce a TV campaign featuring the man himself which will run throughout the summer, encouraging other men to think about self-care and the important role it plays in being the best version of themselves.
Hellmann’s & Calvé
Official BBQ Partner, Hellmann’s, launch its ‘Up Your Game’ campaign, which will be running throughout the tournament.
At major tournaments, mouthwatering food and unmissable football go hand-in-hand, and this summer Hellmann’s is on a mission to bring fans together by creating an elevated BBQ experience. Through its ‘Up Your Game’ campaign, Hellmann’s aims to showcase how you can turn any BBQ from bang average to bang’in, with the addition of just a few specialty sauces and ingredients!
To kick the campaign off, we delivered a CGI Hellmann’s foosball takeover of Pariser Platz, in Berlin. This was shortly followed by a star-studded TVC asset running across 25 European markets, featuring Joshua Kimmich, Federico Chiesa and Jack Grealish. The message was clear: get Hellmann’s’ / Calvé in your starting line-up and take your BBQ to the next level.
To bolster this, a host of social media content, featuring Kimmich and Chiesa, will run throughout the tournament, accompanied by 75 million limited edition products in store across the continent.
