Created by the David agency, the campaign includes OOH activations, a film with spin-offs for TV and social media
Dove has launched the “I Bring You Beloved Skin in Seven Days” campaign, combining popular tradition and product effectiveness, continuing the construction of the Dove Bath. Inspired by elements of Brazilian mysticism, the campaign reveals a simple and effective ritual to achieve soft and hydrated skin in seven days. The campaign was conceived and created by the David agency and produced by Sailor Studio, MD Filme Produtora Audiovisual and Hefty, with support from the media agency Fluid and the communications agency Tastemakers, which participated in the development of the social media strategy to amplify the campaign.
The strategy included mysterious posters, in traditional and digital OOH formats, with the words “I’ll bring you the skin you love in 7 days” on the streets of São Paulo and Rio de Janeiro. Márcia Sensitiva was responsible for starting the conversation about the action on social media, encouraging her followers to look for them around the city to discover the ritual. Two days later, she revealed that only Dove can bring you the skin you love in seven days. Each piece of art has a QR Code, which directs the public to testimonials from women who tried Dove for a week and confirmed the effectiveness and benefits of the Dove Bath.
“With an activation that combines a familiar language and instigates the curiosity of Brazilians, we seek to create a connection with new users and also with a younger audience, driving the message that, after seven days of using Dove, the consumer will not want to use any other soap”, explains Mariana Krause, marketing manager for Dove Soaps.
The activation involved around 240 digital OOH focal points, with ads distributed in strategic locations such as Leblon, Tijuca, Ipanema, Copacabana and Botafogo and in various locations in São Paulo and the metropolitan region. On social media, the same mystical narrative initiated by Márcia will be echoed by content profiles and influencers such as Astrid Fontenelle, Preta Gil and Klara Castanho, who will reinforce the invitation for consumers to try the Dove Bath ritual for seven days.
In addition to street and social media activations, the campaign also features a film with spin-offs for TV and social media.
