The activation will be placed in shopping centres across the UK. Using state-of-the-art, colour-recognition six-sheet screens, a camera facing outwards will detect the dominant colour worn by the person stood in front of it.
The display is then changed to reflect this colour and displays a location-specific message that will encourage shoppers to the nearest Boots store to pick a can of Dove’s Invisible Dry deodorant.
Bluewater in Kent, Lakeside in Essex, Trinity Leeds, The Centre Milton Keynes and the Bullring in Birmingham have all been identified as key locations for the activations.
The campaign will launch on Monday (14 July) and will run until 27 July.
Callum Galloway, Dove deodorant's brand manager, 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.’’
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