Tom Arias

We all sweat. And when we’re most active, we don’t just sweat in one place. Rexona leaned into this truth by confronting the areas people don’t usually talk about — and placing them unapologetically in public spaces. The campaign used oversized, blunt typography — BUM, BOOBS, BACK — layered directly over talent imagery to challenge taboos and spark conversation at scale.

The challenge was balancing maximum impact with functional clarity. The client wanted the keywords to be as large, punchy, and unavoidable as possible — but pushing scale introduced risks: obscuring talent, clashing with product, or competing with key messaging.

To solve this, the typography was designed to interact with the body, rather than sit on top of it. Words weave behind arms, under products, and around key body forms, anchoring the type to the talent so it feels intentional rather than overlaid. Subtle rotation and placement help the typography feel integrated into the image, not auxiliary to it.

With the campaign rolling out across OOH, DOOH, digital placements, and physical formats like coasters, the treatment needed to hold across a wide range of ratios and sizes. The solution was built to remain anchored to the talent regardless of format, ensuring consistency and recognisability across hundreds of executions while still allowing flexibility at scale.

The campaign launched as a full station takeover in locations including Central, Martin Place, and Flinders Street, extending across Sydney and Melbourne. The rollout spanned hundreds of assets across multiple channels, with strong client reception and successful delivery at scale.