The challenge for Dove was simple to state and difficult to solve. How do you meaningfully promote body wash to the constant flow of people moving through Times Square without becoming background noise.
We led the creative concept of turning the environment itself into the message. Rather than delivering a fixed execution, we designed a responsive digital out of home experience that reacted live to changing weather conditions.
Developed with the Candyspace team in partnership with Havas Helia, the installation featured one of Dove’s real women, Alice, speaking directly to passers by as she checked for rain. When rainfall began, sensors mounted on the billboard activated a creative transition, placing Alice inside Dove’s biggest shower ever and naturally introducing the body wash in a moment that felt timely and relevant.
The work combined media, technology, and hyper accurate weather data from Forecast.io to create an experience that responded to its surroundings rather than interrupting them. By aligning message, product, and context, the campaign made Dove’s proposition feel immediate, human, and grounded in everyday life.
