Our idea banked on a simple insight: That while people take extra care of their armpits, they tend to ignore their feet. We used the cliché pose of a person applying deodorant on their armpit and gave it a visual spin. The illustration was carefully crafted to ensure that the moment of spotting the foot comes as a reward for the viewer. Great attention was paid to the anatomy of the arm and leg to ensure a seamless replacement.

The campaign was executed in blue and yellow, to match the human skin colour and also to stay in line with the brand colours. The campaign conveyed the idea that feet matter too and was well received by our target audience.