Rexona wanted to leverage their sponsorship of the New Zealand All Blacks rugby team. With a limited budget and nowhere near the resources of marquee sponsors such as Adidas, AIG or Powerade. Rexona needed a campaign that would work smarter to gain any traction. So we gave New Zealand rugby fans, the chance to watch their beloved team play arch rivals France, from a corporate box at Eden Park Stadium, with just one little catch. A treadmill.