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Dove Kinetic News

Dove freshens up shopping centres with screens that detect colour of people's clothing


By John McCarthy | Opinion editor

July 11, 2014 | 2 min read

Dove is bringing digital screens with mounted cameras to shopping malls across the country to detect the colour of peoples’ clothing with the intent of proving that Dove deodorant does not stain clothing.

The 6-screen scans clothing and returns a personalised video

The campaign, masterminded by Kinetic, as part of Dove’s ‘100 colours’ campaign, uses interactive digital ‘6-sheets’ which have an outwards facing camera capable of detecting the dominant colour of an individual’s clothing. The screen will show a similarly dressed person spray deodorant without leaving a mark - on 100 different colours.

Each screen will then provide location-sensitive information about where consumers can purchase Dove from retailers including Boots and Superdrug.

The 6-sheets will be installed in Bluewater, Lakeside, Trinity Leeds, The Centre Milton Keynes and malls as part of a campaign which will run from July 14 to July 27.

Callum Galloway, brand manager of Dove Deodorants, said: “It is very exciting to be working on yet another ground breaking activation to bring to life the Dove deodorant Invisible Dry campaign.

“Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence.’’

Kinetic is a WPP company and part of the tenthavenue performance marketing division.

To see more on how technology is changing the world watch our trailer for the upcoming The Day Before Tomorrow series below.

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