OFF! is a globally recognized brand, but its use case was extremely narrow. Our challenge was to shift consumer behavior and position OFF! as something to use every day, every time you go outside. So we launched the PREtection campaign, a socially and digitally native, content-rich idea that reframed the product as a daily essential.

We also designed the global campaign as a fully modular system, enabling local markets to plug in their SKUs while maintaining consistent messaging around new ways to think about the product. We created a suite of customizable digital, social, film, and print assets that ensured global consistency and allowed markets to activate with maximum agility.