Sure has launched a new campaign in which it transforms its adverts into protective equipment, aiming to inspire consumers to push beyond their limits.

Developed by AMV BBDO,  the campaign sees Sure teaming up with influential movers worldwide in a social media campaign featuring the deodorant brand’s ‘nonstop’ protection message.

The campaign is designed to both empower consumers with confidence and to help Sure – which is also known as Degree in the US and Rexona in the rest of the world –  reach the highly engaged audiences of popular influencers.

The film sees athletes use the brand’s bespoke airbags, crash mats, helmets and gumshields to demonstrate impressive physical feats – all designed by renowned typographer Chris Labrooy.

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Six of the brand’s ‘Movement Champions’ will feature in the content, including wheelchair motocross champion, Aaron “Wheelz” Fotheringham, Paralympic athlete Blake Leeper and former ASU wrestler Marlee Smith.

“We’re ready to set new standards with our media spaces as well as our sweat protection and use our scale to break down the barriers that stand in the way of people moving however they want.” said Sure Global Brand vice president, Kath Swallow.

AMV BBDO creative directors, Jack Medley and George Hackforth, added: “We always talk about contextual alignment, right message, right moment and right time. This campaign does just that. There’s no moment better to prove the power of NONSTOP protection than in a moment where reliable protection really counts”.