Dove
The Dove Pit Stop
SUBWAY STUNT ENCOURAGES
ARMPIT CONFIDENCE
Charged with continuing Dove’s commitment to redefine beauty standards, we brought to life a subway-inspired “pit stop” pop-up encouraging women to #freethepits. A recent study conducted by Dove found that 8 in 10 women believe their armpits don’t look, feel or sweat like “the ideal”, and 6 in 10 women judge other women for their armpits. To augment Dove’s powerful new pit‑focused ad campaign, we took to the streets of NYC – where passing judgment and uncomfortable subway stares are easy to come by. Our pop-up encouraged women to take back their power and confidence in their underarms and embrace their pits.
STATION dupe
Close attention to detail allowed us to fabricate a subway station dupe that drew the attention of passersby.
AUDIENCE-CENTERED GIVEAWAYS
Conscious of the need to stay fresh in 95-degree weather, our giveaway was a “Pit Kit” with summertime essentials – Dove deodorant, a mini fan, a compact mirror and a pre-paid round-trip MetroCard. We distributed over 1,000 “Pit Kits” and 2,000 MetroCards.
double DUTY PHOTO OPPS
Photo opportunities reinforced key #freethepits messaging while also grounding elements of the Subway Station replica. They included a faux newsstand, a life-size subway seat for guests to pose for polaroid photos while freeing the pits, and a selfie mirror wall with “Pits of New York” stickers.
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