Dove does it differently in the launch of its latest outdoor campaign located in Sydney + Melbourne
Beauty brand, Dove, have used creative out-of-the-box thinking when launching their ‘Dove is different’ campaign across Australia by using a multi-format outdoor campaign with APN Outdoor, including a bespoke-build component.
Dove advertising campaigns, renowned for their striking creative and thoughtful copy, have again used simplicity to their advantage with their ‘Dove is Different’ campaign, comparing their beauty bar to soap.
To bring the campaign from 2D creative to 3D, Dove selected two of Australia’s busiest metropolitan streets, in Sydney and Melbourne to show-off the bespoke builds. The two main visuals within the campaign, the beauty bar and the grater have been sculpted and up-sized to the scale of small cars.
Says Caroline Gregory, Dove’s brand manager: “With every Dove campaign, we want to go further than just what’s expected. We needed an effective way to bring this message to life and the bespoke builds give it that lift to make our audiences look twice”.
Along with the bespoke build Billboards, the Outdoor campaign for ‘Dove is Different’ has national coverage with APN Outdoor’s Transit formats and Eastern Seaboard coverage for Billboards.
The concept was initially produced via Ogilvy London and Workshop executed it locally.
7 Comments
Out of the box. Really?
Am I the only one who feels like I’ve seen this a zillion times in a zillion student books?
Yet the Dove bar of soap grips to the billboard.
I don’t understand. Have they just modeled the elements from the print ad into 3D and stuck them on a billboard? What’s clever about that?
thats look like smartphone advertising.
Out of the box?
This ad would fit quite comfortably in the 1960s/1970s.
Watched the video. It shows some people making 3D soap. Sorry if that spoils it for you guys.