The Advanced Protector

Creative idea

Rexona has a long history of supporting athletes and aiding their optimal performance. But when it comes to E-sports athletes, tense matches have a different effect on their bodies – sweaty palms holding the controller. Together with pro gamers, we developed a solution to this problem. The Rexona Advanced Protector is a custom-built controller case with cooling gel pockets inspired by the Rexona Advanced Protection formula. It helps bring palm temperatures down, reduces sweating and provides better grip for the player. We celebrated Rexona’s UEFA EURO 2024 partnership with the launch of the Advanced Protector in a series of Twitch streams.

Brand name: Rexona
Advertiser / client: Unilever
Product / service: Rexona Advanced Protection
Campaign name: The Advanced Protector
Agency network: OGILVY
Agency: &play Sofia
Creative director: Ivan Totev, Dimitar S. Stefanov
Art director: Maria Mihailova
Designer: Deyan Dafinov
Account director (agency): Alexander Atanassov
Photographer: Ivan Ilchev
Director: Ivan Ilchev
Additional company: Production: DINOV Tangibility Factory Brand Manager: Katerina Mihaylova Marketing Manager: Mina Dobreva