Digital Future Album | Rexona - 2023

Digital Experience | Technology | Creativity | Positive Impact

In the women's sports scenario in Brazil, cultural and structural challenges persist that limit women's participation and visibility, especially in football. Research by Grupo Consumoteca reveals that only 41% of women were encouraged to play sports in their childhood, contributing to the existence of limiting beliefs. Rexona, aware of these barriers, sponsors the 2023 FIFA Women's World Cup, seeking to increase the visibility of women's sport and combat inequalities.

Challenge: Given this commitment, Rexona faces the challenge of transforming the physical experience of Álbum do Futuro, part of the Quebrando Barreiras project, into a digital album connected to the brand's website. The strategy aims to ensure that the album's narrative is understood in its new format, which includes a landing page adapted for mobile and desktop devices.

Results: To overcome this challenge, we chose to create an interactive digital album with an approach that goes beyond simple buttons. The strategy involved an innovative layout that preserves the visual identity of the physical album, offering improved functionalities, with suitable software to ensure fluid navigation and efficient collaboration with developers. Responsiveness was key, adapting perfectly to different devices and providing an engaging and immersive experience on any screen.

The strategy not only breaks stereotypes, but strengthens the movement for gender equality in sport, representing a significant milestone in the history of Brazilian women's football. The digital album connected to the Rexona website becomes a powerful tool in promoting equality, inspiring and empowering women in sport.