This was a major integrated campaign that included TV, out-of-home, digital, social, PR and live activations tied together and driving to content via a simple hashtag. Our objective: to convince guys that Dove wasn’t just for the ladies but now made stuff for him.
Campaign ecosystem. Hockey legends Wendel Clark and Guy Carbonneau went head-to-head in a series of live in-stadium contests in Toronto and Montreal to see who could pour the most beers, sell the most programs and play the arena organ with more skill in front of 20,000 cheering fans.
Our hashtag #MadeforMen drove people from our TV spots, print, TSAs and various online properties to our videos where they could watch and vote for who they thought manned up more.
Rule number one of body wash: Men don’t talk about body wash.
…print, bathroom and transit ads talked to guys ‘how guys talk’ – honestly and directly.
Big bank of screens at one of the main gates. Stadium 360 screen, jumbotron, digital bathroom ads… the list goes on. You don’t quite realize how many screens there are in the Air Canada Center or Montreal Forum until you have to design stuff for them all.