Waterloo commuters travelling to Royal Ascot Ladies' Day were invited to have their professional photo taken and displayed on the Motion@Waterloo screen for the launch of Dove Invisible Dry deodorant.
Linking screen to space, Unilever transformed the experiential zone into a photography studio that encouraged the stylish ladies heading to the event to engage with the brand and have their photograph live-streamed to the Motion@Waterloo screen.
Promoting ‘the first deodorant proven to leave no marks on 100 colours’, the DOOH campaign asked commuters: “what colours are the women of Waterloo wearing?”, and displayed a colour chart that revealed the variety of colours the ladies wore to Ascot.
This tactical campaign was planned and booked with JCDecauxLive by Mindshare and Kinetic, with production by Grand Visual.