Rexona Portugal faced the challenge of becoming socially and emotionally relevant to its consumers, following the example of its “sister brands” Dove and Skip in the search for a Brand Purpose. Rexona wanted to become closer to consumers and making its brand claim real by showing that Rexona does in fact more.

We choose a brand ambassador that represents everything the brand believes in: Jorge Pina, a professional boxer who became a runner and marathoner after losing his eyesight, going on to represent Portugal in the Paralympic Games, as we knew we had a dream: to create the first national school of Adapted Athletics.

So we mobilize the Portuguese people to do more by contributing to a national cause. To attain this goal we created a dynamic that converts individual effort into collective gain – for each kilometer run in the affiliated gyms, Rexona donated 1€ to a cause: the creation of the first national school of Adapted Athletics.

Together, Rexona, Jorge Pina and the Portuguese ran for more, reinforcing the campaign claim: “Where there is a will, there are no limits.”

135.526 km run by over 20 000 people. We were more than happy to announce that Jorge dream came true and in 2015 the school was open.