DOVE: GET DOVE OR GET FOAMO

Press, spritz, gua sha, repeat. 

Women spend, on average, thirty minutes a week caring for the skin on their faces, but only five minutes on their bodies. While this may be the norm, we set out to change a woman’s typical routine - getting them to radically reappraise the way they treat their body. Ingredients like vitamin-C, pro-ceramides and hyaluronic acid are gatekept to faces, while bodies are left living in FOAMO: a fear of missing out on all the active skincare ingredients we give to our face.  But fear no more. As a brand with a longstanding history of challenging the status quo - Dove is now redefining what a body wash is capable of. To introduce and launch it’s new line of serum body washes with a once-in-a-generation formula that actively cleanse and deposit ingredients within the skin, they needed a campaign that would speak directly to their large cohort of audiences.

In partnership with Dove, our campaign “Get Dove or Get FOAMO” launches the brand’s entry into the premium skincare category via a vibrant, integrated campaign aimed at driving curiosity and covetability around this new way to wash.

At the heart of the campaign is an honest acknowledgement of the way we prioritize our face routines. A shared forgetfulness for body care—when our skin below our necklines deserves the same level of care and attention. Given the range of skincare needs that each product addresses, the wide variety of audiences and the need to meet them with a specific proposition depending on where they are in the media funnel, our communications strategy is rooted in an audience-first and channel-first approach to all of the creative assets and messaging. 

This means our team developed a full ecosystem of assets - ranging from Social (Meta, TikTok, Pinterest and Snapchat) to digital, OLV, TV and beyond, with each asset directly speaking to an audience need and answering it with a product benefit. Ultimately our creative execution totaled to over 180 unique assets and over 550 adaptations to be rotated in. The creative includes a series of bespoke social concepts, individual product-focused films that focus on relatable skincare truths, and a new vibrant, fluid and dynamic design system developed to herald a new division of Dove.

Films