P.E.S.H.O. (Portable Esports Streaming Hub for Outdoors)

Creative idea

Rexona has always stood for movement and performance. But for many young people, movement happens in virtual worlds: gamers who spend more time at their PCs than on sports fields. So instead of pulling gamers away from their desks, we took the desks outside. We created P.E.S.H.O. – Portable Esports Streaming Hub for Outdoors – the first wearable gaming rig built for play on the go. Three of Bulgaria’s biggest streamers tested it in increasingly absurd locations: racing a tram, taking penalties on a football pitch, running beside a lake, and more. P.E.S.H.O. also turned heads at Bulgaria’s biggest gaming event, Comic Con.

Brand name: Rexona
Advertiser / client: Unilever
Product / service: Rexona Deodorant
Campaign name: P.E.S.H.O. (Portable Esports Streaming Hub for Outdoors)
Agency network: INDEPENDENT AGENCY
Agency: &play Sofia
Media agency: TBD Play / Sofia
Production company: DINOV | The Tangibility Factory / Sofia
Creative director: Ivan Totev / Dimitar S. Stefanov
Copywriter: Mira Razboynikova
Designer: Deyan Dafinov
Account director (agency): Raya Panayotova
Director: Ivan Ilchev
Additional company: Account Manager: Temenuga Georgieva