Rexona, ‿and us highlight ‘unstoppable spirit' of Saudi women's football team
Rexona, in partnership with the Saudi Arabian Football Federation (SAFF), has unveiled a bold debut campaign, We're Coming, crafted by creative agency ‿and us, celebrating the unstoppable determination of the Saudi Arabia Women's National Football Team.
The campaign showcases the team's grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom.
'We're immensely proud to support the Saudi Women's National Team on their journey to greatness,' said Karl Nehmeh, Marketing Manager at Rexona.
'This campaign captures their spirit and determination perfectly. At Rexona, we believe
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Campaign ME
05-05-2025
- Campaign ME
Here's Campaign Middle East's Saudi ‘Work' picks
Campaign Middle East features an annual double-page spread of selected Work from the Kingdom in its Saudi Arabia Report. Here is the 2025 round-up of some 'made-for-KSA, by-KSA' campaigns, featuring Saudi work from Riyadh Season, Rexona Arabia and the Saudi Arabian Football Federation, HungerStation, Foodics, Budget Saudi, Beyond ONE – Virgin Mobile KSA, Disney+ MENA, Golden Chicken, AROYA Cruises and Abdul Latif Jameel Motors Toyota. The Last Crescendo – Riyadh Season Agency: BigTime Creative Shop This cinematic film aims to capture the drama of the highly anticipated rematch between light-heavyweight boxers Artur Beterbiev and Dmitry Bivol. Set in a grand European opera house, The Last Crescendo tells the story of the two boxers through three dramatic acts. Directed by Alan Masferrer and shot over four days in Serbia, the film blends the art of opera with the raw drama of boxing. The soundtrack, composed by Philip Kay, was written specifically for the film, adding another layer of emotional depth. Quit Screens To Scenes – Budget Saudi Agency: FP7 McCann Saudi To redefine how people celebrate special moments, Budget Saudi launched a campaign to encourage Saudi audiences to take virtual expressions of celebration into reality. The campaign invited consumers to share details on special moments, whether a birthday, promotion or a personal achievement. Those who celebrated online were brought together by Budget for a real-world celebration supported by emoji-style hearts, claps and confetti. The car rental company also leveraged influencer Abdulaziz Bakr, someone who is typically only seen on a screen, to the activation in an effort to foster a deeper sense of community beyond the screen. We're Coming – Rexona Arabia x Saudi Arabian Football Federation Agency: ‿and us To celebrate the unstoppable determination of the Saudi Arabia Women's National Football Team, this campaign showcases the team's grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom. Narrated through the voices of young girls who dream of a future in football along with the National Team themselves, the campaign underscores a collective vision: the Saudi Women's National Team is not stopping until they achieve whatever they set out to achieve. Social Feed – HungerStation Agency: VML Dubai HungerStation introduced Social Feed – an AI-powered feature that allows users to turn any food post on social media into an orderable dish. The campaign taps into changing consumer behaviours, particularly the influence of social media on food choices. It also builds on HungerStation's ongoing efforts to rethink how users engage with food delivery. By blending social media habits with ordering, HungerStation created a platform where food seen online is now part of its menu. 10 Years – Foodics Agency: Foodies Block The cloud-based restaurant management tech and payments platform celebrated 10 years through this campaign by prompting audiences towards nostalgic moments with reflections on how restaurants operated 10 years ago. 'Remember when paper was used to take orders?'; 'remember waiting in long lines just to place an order?'; 'remember paying in cash and struggling to find spare change?' With a teaser reel followed by a brand video and four short-form social media videos, which were amplified through Saudi influencers, Foodics organically gathered more than 3.2 million impressions within the first week of the campaign's launch. Switch – Beyond ONE Group – Virgin Mobile KSA Agency: Swing This relatable integrated campaign promotes Virgin Mobile KSA's Switch Postpaid Plan by drawing inspiration from the daily inefficiencies that have consumers overpaying for underused experiences. The brand took a comedic route to bring its brand values of heartfelt service, delightful surprise, smart disruption and insatiable curiosity to life. Three hero films served as the centrepiece for the campaign, accompanied by a media mix of social media, digital-out-of-home, digital platforms and point-of-sale placements to ensure maximum visibility and impact. The Curse of Anything – Golden Chicken Agency: Tarek Nour Saudi Arabia This campaign taps into the universal problem of deciding what's for dinner, and the most common response to that question from friends, colleagues, and family: 'Anything!' While it might seem like a straightforward answer, the response frequently leads to a stressful and overwhelming decision-making process, especially for young mothers and busy individuals. To address this, Golden Chicken positions its products as a solution, simplifying the decision and providing the perfect meal solution. Watch and Live The Stories – Disney+ MENA Agency: Science & Sunshine To tie together Saudi storytelling with iconic entertainment options available on the streaming platform, Disney+ MENA released three short videos on its Disney+ Saudi Arabia Instagram account, inviting audiences to showcase how mainstream entertainment becomes a part of everyday Saudi households. Picking from six of its top performing content offerings, the campaign showcases fine-dining kabsa inspired by Disney's Ratatouille and FX's The Bear, Wolverine-inspired toothbrush claws, and a father singing beloved Disney tunes. From dallah coffee pitchers and folded ghutras by the door, every scene hints at how the streaming platform is immersed in Saudi culture and households. Toyota Reclaims Toyota – Abdul Latif Jameel Motors Toyota Agency: Serviceplan Experience To address a digital challenge in Saudi Arabia, where local consumers commonly search for their vehicles using informal Arabic nicknames (terms the company's official website couldn't use), Abdul Latif Jameel Motors Toyota leveraged off-page SEO techniques to turn a technical obstacle into a creative breakthrough. Serviceplan Experience developed an off-page SEO strategy that placed the informal nicknames into backlinks and anchor tags. Collaborating with trusted publishers and bloggers, the team ensured these high-volume terms linked back to Abdul Latif Jameel Motors Toyota's website. Yalla, AROYA Cruises – AROYA Cruises Agency: Social Clinic Former Real Madrid football star Cristiano Ronaldo, who now plays for Saudi football club Al-Nassr FC, has been spotted in a new advertising campaign, alongside his partner Georgina Rodríguez, for AROYA Cruises, the cruise line owned by Cruise Saudi, a PIF-funded company. The campaign took a cinematic, playful approach – offering a glimpse into how Ronaldo and Rodríguez turn a regular day at home into a spark of cruise excitement. To see the print version of the Saudi Work section, check out page 16-17 here.
Int'l Cricket Council
08-03-2025
- Int'l Cricket Council
ICC and Unilever announce groundbreaking partnership on International Women's Day to strengthen the future of women's cricket
Unilever personal care brands including Rexona and Dove become ICC's first dedicated partner for women's cricket in two-year partnership until the end of 2027 Partnership announced through a vibrant criiio cricket festival in Dubai coinciding with International Women's Day Rights-free images of the launch event are available to download from the ICC's Online Media Zone here The International Cricket Council (ICC) today announced a landmark two-year deal with Unilever's personal care brands including Rexona and Dove, marking the ICC's first dedicated commercial partner for women's cricket through until the end of 2027. Announced through a criiio cricket festival event in Dubai featuring 100 girls and coinciding with International Women's Day, the first-of-its-kind partnership marks a significant milestone for the sport, with two pioneering forces teaming up to boost the games' promising trajectory. Women's cricket continues to witness transformative growth at all levels, notably with the expansion of ICC events. This partnership strengthens the ICC's ambition to accelerate the development of women's cricket on a global scale, kicking off at the ICC Women's Cricket World Cup 2025 in India. The partnership will include other major events in the international calendar including Women's T20 World Cups, U19 Women's T20 World Cups and the inaugural Women's Champions Trophy in 2027. Rexona is the world's leading deodorant brand, with a purpose to inspire people to move more and give them confidence to break their limits. Ranging from the Flag Bearers programme to digital initiatives and experiences during event-time, ICC and Rexona will work across a range of activities that aims to break barriers and give confidence to women and girls on the world stage. Beyond major events, Rexona will play a pivotal role in enabling participation through a series of women's criiio festivals while also using its expertise in science and technology to lend support and collaborate on education programmes around women's hygiene. ICC Chairman, Jay Shah said: "This International Women's Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women's cricket. By aligning with a global leader like Unilever and its personal care brands for the ICC's first ever women's partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women's sport on the world stage. 'This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women's cricket globally." ICC Chief Commercial Officer, Anurag Dahiya said: "We are delighted to welcome Unilever's personal care brands, including Rexona and Dove to the ICC Commercial Partner Programme in this breakthrough partnership.' 'The ICC has taken the forward-thinking approach to pursue more partnerships with a focus on the women's game, and we are delighted to see this come to fruition through this exciting deal, which not only highlights the growing commercial appeal of women's cricket but also underlines ICC's position as one of the pioneers of the women's sport movement.' Rohit Jawa, CEO & Managing Director, Hindustan Unilever said: "This is an exciting opportunity for Rexona, one of our biggest Personal Care brands, to tap into a cultural moment, connect with new audiences, and importantly help drive women's cricket further. The partnership is an ideal fit for the brand, which aims to empower millions with the confidence to move more by delivering superior sweat and odour protection benefits.'' The partnership with ICC is forged by Unilever International – Unilever's whitespace partner and global business unit. ENDS
Campaign ME
31-01-2025
- Campaign ME
Rexona, ‿and us highlight ‘unstoppable spirit' of Saudi women's football team
Rexona, in partnership with the Saudi Arabian Football Federation (SAFF), has unveiled a bold debut campaign, We're Coming, crafted by creative agency ‿and us, celebrating the unstoppable determination of the Saudi Arabia Women's National Football Team. The campaign showcases the team's grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom. 'We're immensely proud to support the Saudi Women's National Team on their journey to greatness,' said Karl Nehmeh, Marketing Manager at Rexona. 'This campaign captures their spirit and determination perfectly. At Rexona, we believe
