REXONA - BRING IT ON
Hard Facts:
As part of the 2025 Berlin Marathon, Rexona brought its “BRING IT ON” campaign to one of the city’s most prominent walls. A large-scale mural was created right next to the East Side Gallery, with the artwork’s energy radiating out into the heart of Berlin’s urban landscape.
The eye-catching artwork by Lars Wunderlich, aka LOOK THE WEIRD, combines athletic dynamism with illustrative elements and poses the campaign’s central question: “What’s your challenge?” Movement, motivation, and action define the mural’s visual language and capture the spirit of the marathon weekend.
The mural was created by several CONCRETE CANDY artists in just a few days on the facade of the East Side Hotel. Countless liters of paint were used, and the brushes were glowing—and not just because of the Berlin summer sun.
And all of this just a few meters from the East Side Gallery—one of the city’s most prominent urban art spots. Thanks to its beautiful location between the Spree, the Oberbaum Bridge, and sections of the marathon route, the artwork reached thousands of Berliners, tourists, and sports fans every day—as well as the stars of the day: the runners themselves. True to the motto: What’s your challenge?
