Dove turns blue screen bug into skin care alert

In partnership with graffiti artists, Dove also restores works in São Paulo to promote self-care and diversity.

Dove, a leading brand in the care segment, with its deodorant category, launches a provocative campaign that integrates technology and creativity to convey its message of skin repair after waxing, a key feature of its products. The brand created a “bug” in more than 4,800 digital out of homes in São Paulo and Rio de Janeiro, as part of the promotion. The “defect” was created using the universal language of the blue screen bug, both with glitches and other fault codes, which coincides with the color tone used by the brand. The project, which instigates the consumer, in a visual way, about the impact on the armpits after each waxing, when having ⅓ of the skin removed, was created by DAVID agencywith support from media agency Fluid, and aims to highlight the products’ ability to repair lost skin after each waxing session.

(Photo: Disclosure/Dove)

To further enhance the initiative, in an activation designed by the communication agency Tastemakers in partnership with the agency DAVID, Dove teamed up with three of the main female artists in the Brazilian graffiti scene who approach the theme and feminine power without standards and in a diverse in their creations. They listed works that already showed signs of wear due to external factors, located in the regions of Centro de São Paulo, Liberdade and Vila Madalena, to be repaired, just as Dove deodorants repair underarm skin, in addition to commissioning three new arts for gift to the city, encouraging women’s involvement in graffiti and art.

“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”, highlights Vania Godoy , Dove manager in the Deodorants category. A survey carried out by the brand revealed that 85% of Brazilian women shave their armpits regularly, with the majority shaving the region between two and three times a week. “Few people know that the skin does not have enough time to recover considering that the regeneration cycle is 14 days. Therefore, the brand, as a self-care specialist, saw the need to reinforce to consumers that Dove deodorants care for the skin and repair the damage that waxing causes”, explains the executive.

The activation, which generated 210.1M of impact, was also extended with a social media strategy, which drew attention to the ads in an organic way, in addition to involving influencers in the conversation, working together with well-known figures on social media, such as presenter Tati Machado, actress Bárbara Reis and influencers Pequena Lo and Camilla de Lucas. They had ⅓ less story and feed content on their profiles, generating curiosity and strangeness among their followers.

Datasheet

Agency: DAVID
Campaign: If you shave it, go with Dove.
Customer: Where
Product: Dove deodorant
Partner & Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Directors: Marie Julie, Renata Leão, Fabrício Pretto and Rogério Chaves.
Creative Directors: Guiga Giacomo
Creation: João Cunico, Andressa Cruz and Maressa Carvalho
Service: Tom Gil, Fernanda Feldmann and Mariana Barreiros.
Production: Fernanda Peixoto, Mariana Marinho and Amanda Santos.
Final Art: Silvio Figueira.
Review: Ava Silva
Planning: Carolina Silva, Tallita Alves and Sabrina Santos.
Innovation and Tech: Toni Ferreira
Social Media: Barbara Bueno, Marcelo Reis, Ully Correa, Luiza Moraes and Íris Leal.
Creators: Carol Caixeta
Global PR Director: Sandra Azedo
Produtora OOH: The End
Post Production Management: Helena Jardim and Mauro Moreira
Postgraduate Coordination: Bruna de la Fuente
Project Manager: Lucas Marini and Diego Nascimento
Producer: Santiago Acosta Cis
Motion 2D: Igor Bineli and Mariana Silva Assis
Image Producer and Post-Production: Estúdio MOL
Directed by: Galileo Giglio
Executive Producer: Galileo Giglio
Project Manager: Simone de Angelis
Production coordination: Joaquim Carriço
Director of Photography: Victor Pollini
Cast Production: Talita Lima
Post-Production Coordination: Estúdio MOL
3D Post-Production/Video Effects: Slayer VFX and Chestter
Media agency: MediaBrands/Initiative
Media Account Director: Daniela Heredia
Jr. Media Director: Danilo Rezende
Media manager: Letícia Fina
Media Supervisor: Lucas Gimenez
Media Planner: Laura Hecht
Media coordinator: Letícia Manrubia
Communication and influencer marketing agency: Tastemakers Brasil
VP of Tastemakers Brasil: Daniela Mello
Head of Creation and Content: Gustavo Ricci
Production manager: Beatriz Ortega
Customer service assistant: Helena Nogueirol
PR Press Manager: Soraya Souza
PR Press service: Giulia Ghigonetto
People PR Manager: Gabriela Salles
PR People Coordinator: Vinicius Rabi
Client: Unilever
Brand Development Director: Viviane Ramos
Brand Development Manager: Vania Godoy
Brand coordinator: Laio Soares
Content coordinator: Savana Azolini
Media Manager: Vivian Genachi
Media coordinator: Felipe Almeida
Director of Digital, Media and Commerce: Ana Paula Duarte