Football without women
To support the “male” image of Rexona on the Russian market, R & I and Possible Group developed the “Football without wives” service on the eve of the World Cup 2014.
Insight
Everything but football takes a back seat in the life of a real fan when it comes to the big game. You can argue with this, you can refuse to understand this, you can be jealous of this. But there’s nothing you can do about this – such are the rules of the game. Nevertheless, women usually get dramatic and make a scene, so each time men have to explain their behavior. And, “as if on cue”, women need lots of attention during the most important match.
Idea
The site offered couples to conclude a contract according to which men could peacefully watch World Cup matches, while women could go on a virtual tour of Rio de Janeiro and participate in the competition trying to win two air tickets to Brazil.
