Action involved more than 4,800 digital panels in So Paulo and Rio de Janeiro that were “defective”
Throughout the week, some people were impacted by some Dove OOH ads that appeared to have a 'bug'. Now, the brand has announced that the strategy is part of a campaign that aims to talk about skin repair after waxing.
The action involved more than 4,800 digital panels in So Paulo and Rio de Janeiro and the “defect” was inspired by the universal language of the blue screen bug, the same color as the brand. The project, which shows consumers the impact of underarm waxing, was created by David and had the support of Fluid.
To expand the conversation about the campaign, Dove and David also teamed up with Tastemakers to promote the action in partnership with three women from the Brazilian graffiti scene, who listed works that already showed signs of wear due to external factors to be repaired, making a reference to the use of the brand's products.
“We are constantly looking for creative ways to connect with our consumers, so we wanted to bring, in a different way, the impact that constant shaving has on the armpits and how Dove is the brand that can help you with this repair and care”, explained Vania Godoy, Dove manager in the Deodorants category.
The activation was also extended with a social media strategy involving names such as Tati Machado, Brbada Reis, Pequena Lo and Camilla de Lucas.
