Rexona’s the brand that stands for confidence in every move. Our problem though was that our global communication was failing to make an impact on Egyptian youth, and as market leaders tasked with growing the market this was becoming a major issue. To foster that connection, we had to figure out how to make the brand’s confidence platform relevant to local youth; millennials with far bigger worries than stinking up an elevator.

We started off by creating the solution: Rexona Confidence Academy. An online hub populated with six certified courses teaching almost-grads the different soft skills they’d need to land the transition with ease, and to really ensure that our courses were reaching our intended target, we partnered with a young football player turned life coach to prepare and host them. Finally, to create on-ground impact, we took the most popular courses on tour across Egypt’s biggest campuses.

To raise awareness about this confidence-building solution, we created two films - one male, one female - to act as a slap in the face of this generation that refuses to ask for help. The films acted as cautionary tales, playing on all too common stories of cocky students falling flat on their faces after graduation. We then adapted a series of insightful GIFs to post on Facebook, directing students to each course.