Your friend at Rexcell

Agency Network: 
April 2011


The product is airlaid-based material mainly for hygiene applications, on other words; raw material for making napkins, femcare products, wipes etc. A fictional character at Rexcell made a secret movie that was sent to prospects around Europe. It was sent in an unbranded box on a surf tablet with instructions on the screen on how to start the movie. The box also contained a hand written note that told the recipient to start the tablet and watch the movie. It was signed "Your friend at Rexcell" to keep it a little mysterious. This way of communicating in the business is very rare and had a huge impact. The projection was to get 2-3 meetings set up. The result was 22 successful sales meetings and about 20 units were sent.

Direct advertisement created by Clara, Sweden for Rexcell, within the category: Industrial, Agriculture.

Advertising Agency: Clara, Karlstad, Sweden
Art Director: Fredrik Ternström
Copywriter: Åsa Jernfält
Account manager: Janne Svensson
Production manager: Ulrika Evensson
Assistant Art Directors: Jon Skoglund, Frans Fjällström
Photographer: Jonas Rudström
Director: Anders Lipkin
Actor: Markus Levin
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Highest Rated

Phillhb's picture

Great idea... but whats the product?

Activity Score 377
Phillhb's picture

Great idea... but whats the product?

Activity Score 377
atb2005's picture

Yawn. Their website is equally bad (if not worse).

Activity Score 13547
dean viii's picture

Great idea with the film, but it was written badly. Too ad-like and little concept. Lost a great opportunity.

dean viii
Activity Score 1702
Creative Director
Bob.C's picture

Points for bravery (especially for a B2B materials supplier) and the idea, but the implementation died once the copywriter scripted the corporate video style and you hired a professional actor. Sorry,it really would have worked better with some random guy from the factory on this cellphone and some scribbled notes.

Activity Score 1155
Copywriter at Convince Ltd |

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