Unilever’s Rexona has launched its first Southeast Asia campaign in collaboration with frank. Singapore, Omnicom’s dedicated Unilever team. Unveiled in Indonesia and the Philippines, the work extends the brand’s global platform ‘Rexona won’t EVER let you down.’
The platform was developed by LOLA MullenLowe and launched in late 2025, repositioning Rexona around the idea that life gives women many reasons to sweat, including a job interview, a crowded commute, or an unexpected curveball at work, said a release adding that the Southeast Asia adaptation extends this insight to the region.
The campaign includes a series of 30-second TVCs across Indonesia and the Philippines, each built around a specific sweat tension, including climbing a long flight of stairs to make roll call before a strict lecturer, and navigating hot environments while wearing a hijab. Each film follows the same arc: the tension of a sweat moment, the confidence that comes from knowing Rexona will never let you down, and a resolution described as landing with warmth and humor.
The films were produced in partnership with director Dario Fau, who also directed the global films. In the Philippines, actress Kaori Oinuma leads the campaign.
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“Southeast Asia is a critical market for Rexona, and we’ve long known that the sweat experience here is distinct — not just physically, but emotionally,” said Juliana Assad, Rexona Global Brand Director for Growth & Culture, Unilever.
“Women in this region are navigating heat and humidity year-round, and the social dimension of sweat anxiety is real and deeply felt. Rexona’s promise has always been simple and absolute: it won’t ever let you down. As our campaign shows, Rexona exists to free women from the mental load of sweat — so they can move through their day with confidence rather than calculation.”
“Rexona is a brand with a powerful global platform and a clear, honest promise — and we’re proud to be bringing that to life in Southeast Asia for the first time,” said Benoit Freyburger, Global Business Director, frank. Singapore.
“What excited us about this brief was the opportunity to go deeper into what sweat anxiety actually means for women in this part of the world. Our job was to make work that reflects that reality with honesty and a lightness of touch, so that when women see these daily sweat anxiety moments, they recognise themselves and, consequently, Rexona as the solution to help them meet their challenges with confidence.”
Credits
Rexona
Juliana Assad: Global Brand Director for Growth & Culture
Ajie Priyo: Global Senior Brand Manager
Firdha Rafliyanti: Global Assistant Brand Manager
frank. Singapore
Benoit Freyburger: Global Business Director
Elysha Chua: Group Account Director
Ariel Ho: Associate Account Director
Omar Sotomayor: Group Creative Director
Natasha Benedicta: Senior Art Director
Loh Seow Khian: Head of Art
Ara Cabalonga: Senior Strategist
Debra Wong: Senior Producer
Jocelyn Lee: Senior Producer
TCP-TBWA \ Indonesia
Nicolas Kosasih: Chief Creative Officer
Chairani Atika: Group Head, Creative
Slamet Ribowo: Art Director
Atika Hanifa: Senior Copywriter
Sharmine Panthaky: Senior Business Director
Annisa Septira: Associate Account Director
Cikal Wisnu Pramudya: Account Manager
Applebox Asia
Founder Executive Producer: Khoo
Film Director: Dario Fau
Executive Producer: Farah Fatah
Senior Producer: Dear Petchsuwan
Operation Manager: Pitawan Jinaphant,
Cinematographer: Theo Reynal
Photographer: Waroon Kiettisin
1st Assistant Director: Kanoon
Art Director: P Big
Stylist: Kate
Editor – Director Cut: Cyril Besnard
Editor: Simran Kaur
Colourist: Colorsmith
Post Production: TQL
KOL Philippines: Kaori Onima
Talent Indonesia: Tarisya Milanti Pamungkas
