This week, Degree UltraClear launches its newest campaign in the US and Canada, shining a spotlight on the unstoppable determination of athletes and movers everywhere, led by NBA sensation Giannis Antetokounmpo.
The Need for Confidence
The campaign stems from a recent study* conducted by Degree, revealing that 82% of consumers in the US feel the need to compromise between sweat protection and clothing stains. Moreover, further quantitative studies** unveiled that 54% of movers experience a loss of confidence due to movement marks, with nearly half considering giving up their sport or physical activity altogether.
Empowering Confidence Through Protection
Driven by the profound impact of sweat and stain marks on consumer confidence, Degree UltraClear’s new social-first campaign, developed by AMV BBDO, aims to showcase how its nonstop protection against white marks empowers movers to focus on the marks that truly matter—the ones earned during their athletic pursuits.
Giannis Antetokounmpo: The Ideal Ambassador
NBA star Giannis Antetokounmpo, renowned for his unwavering resilience and dedication, serves as the campaign’s ambassador. In a poignant 60-second film, Giannis is joined by a diverse cast of athletes, including para-climbers, roller skaters, and soccer players. The film captures their journey as they push their limits, demonstrating their resilience despite facing challenges.
Authentic Storytelling
Directed by Luiza de Moraes through Fresh Films, the campaign employs a documentary-style approach, blending boomerangs, photographs, and home video-style sequences to showcase the athletes’ marks and movement stories. Giannis provides unscripted dialogue, sharing insights into basketball, his playing style, and the “tattoos” he’s earned on the court over the seasons.
Comprehensive Campaign
The “Marks that Matter” campaign coincides with the release of Giannis Antetokounmpo’s Amazon Prime documentary, “The Marvelous Journey,” offering fans a behind-the-scenes look at the athlete’s remarkable journey on and off the court. Additionally, a series of 15-second ads will feature marks as physical reminders of the hard work, determination, and resilience of everyone who moves.
Celebrating Movement
The hero film is just one component of a broader integrated campaign celebrating the marks that movement leaves on the body—cuts, scrapes, bruises, and calluses. By highlighting these physical reminders, Degree aims to inspire confidence and resilience among movers of all kinds.
Conclusion: Redefining Confidence in Movement
With its “Marks that Matter” campaign, Degree and Unilever are redefining confidence in movement. By empowering athletes to focus on their achievements rather than worrying about sweat and stain marks, the campaign encourages individuals to embrace their resilience and celebrate the marks that signify their dedication and determination. As the campaign unfolds, Degree continues to inspire and uplift movers, reminding them that every mark tells a story of strength and perseverance.
