Que Nada Te Detenga (Let Nothing Stop You)
- Brand
- Rexona
- Year
- 2022
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Google Creative Works
- With
- Montalvo Wire
Objective
Rexona wanted to nudge Mexicans back into physical activity, pushing against the country's culture of exercise-shyness — its research found half of Mexicans avoid moving in public for fear of judgment, and nearly a third simply lack motivation. Tying the message to football and the brand's Robokeeper activation let the campaign turn a slogan about never stopping into something the player actually had to do with their own body.
Solution
Playing from a phone browser, you sign up, grant camera access, and step back until the frame catches your whole body — no app, no controller. A few practice kicks warm up the motion tracking, then you take five real penalty shots against the game's unbeatable goalkeeper, swinging your leg for real to send the ball past him on screen. Land all five and you unlock a second stage: a five-question quiz, with correct answers entering you into weekly prize draws tied to the campaign hashtag.
Results
The brand's own year-in-review states the campaign drove 42 days of movement in 2022, inviting consumers to challenge the unbeatable goalkeeper in both its digital and physical form.
- 1
Players open the campaign site on a mobile device and create an account to enter the prize draw.
- 2
The site requests access to the device camera; play cannot begin until access is granted.
- 3
Players stand in view of the camera, which tracks their body position and translates real physical kicking motion into a virtual shot on goal.
- 4
A round of practice shots lets players get used to the motion-tracking controls before the real challenge starts.
- 5
Players face an "invincible" robot goalkeeper and get five penalty kicks to score past it.
- 6
Scoring on all five shots unlocks a second stage: a five-question multiple-choice trivia quiz.
- 7
Weekly rankings reward the fastest players to clear both stages with prizes (a PlayStation 5, then Amazon gift cards), alongside thousands of smaller instant prizes given out each week.
