Inspired by the campaign’s variant concept and creative insight, the idea of producing a 24’ film with total integration with the brand was born. The film took Rexona’s variant’s name “Friends Forever” and its script carries values such as: friendship, fun and the feeling that everything works out when you are with your friends.“F4E The Film” tells the story of three friends who go on an adventure together, which happens only because of the friendship that joined them.

The channels used represented the three pillars that had the most relevant content for the target: Music - MTV’s DNA.Fashion/Behaviour - Way of expression that belongs to a teenager's routine. Capricho Magazine is all about behaviour, style and trends that help the target build their identity.Digital - With complete interactivity, it allowed the target’s participation on blogs and relationship platforms - it was the main channel for casting applications.

The film had its national premiere on July 23, when its 23 minutes were aired on MTV, exceeding rating expectations and setting a new daypart record.

During this period, there were 127,000 visits to the RXT site; an increase of 200% compared to the 4 previous months. There were 5,300 registrations and hundreds of videos sent in order to become one of the leading characters.The successful case can also be verified by the 120 thousand and growing accesses on YouTube.Besides assuring the future Rexona female consumer’s loyalty, the project generated spontaneous media of approximately 50% of the project’s investment.