Change Your Perspective brought this shift to life by literally changing how people look at haircare. Designed to resemble an expensive printing error, a mirrored billboard sparked confusion before revealing a new point of view. At the launch event, an artwork made from real hairs transformed the product claim: 10,000 more hairs in two weeks into something tangible. Amplified through influencers, PR and personalised seeding, the campaign invited people to look again and discover a simple truth: healthy hair starts at the scalp.
Change
your
Perspective
your
Perspective
Change
your
Perspective
your
Perspective
Briefing
Dove is widely known and trusted for skincare. With Dove Scalp + Hair Therapy, the brand was ready to introduce consumers to its haircare expertise for the first time. We were asked to launch the range and show that Dove also has a credible role in haircare.
Strategy
Haircare has taught us to focus on what we can see: the lengths, the ends and the hair left behind in the shower or brush. Yet Dove research shows that 90% of hair nourishment and strength starts at the scalp. With decades of expertise in caring for skin, Dove has the credibility to change the category’s perspective. By treating the scalp as skin, we made Dove the most trusted voice in scalp health and made scalp care the essential first step towards stronger, healthier hair.
Approach
We made the scalp the start of haircare
We challenged the way people think about hair health by shifting attention from the hair to its source: the scalp. By connecting Dove’s trusted skincare expertise to a new haircare proposition we made scalp care the essential first step towards stronger, healthier hair.
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The Dove Squad
How did our campaign drive success?
How did our campaign drive success?
The Misprint
We launched Dove Hair in the Netherlands with the country’s largest out-of-home installation. Displayed entirely in mirror image, it appeared to be a spectacularly expensive printing error, instantly capturing attention and sparking conversation nationwide. The activation generated 45 pieces of online and offline media coverage, delivering €490,000 in earned media value and a reach of 10.8 million.
01
Launch event
We partnered with a hair artist to create a portrait of a woman using real hair. The Dove Squad donated exactly 10,000 shed hairs, making the scale of the product claim instantly tangible. The artwork was unveiled at an exclusive launch event at the art’otel Gallery, complete with a Dove Hair product bar, sampling and goodie bags. Creators, lifestyle media and selected paid partners joined us to discover and experience the new range firsthand. The event generated €100K in earned PR value, delivering €4 in return for every €1 invested.
02
The Hair Artwork
After the event, the artwork was translated into a nationwide DOOH rollout. The hero visual is adapted for billboards, bus shelters and other high-impact public placements across the country, bringing the art from the gallery into everyday urban space. With more than 600 digital out of home locations in the Netherlands, we created real impact.
03
Dove squad
Our ambassadors created a wide range of content to ensure strong visibility for the Dove Hair launch across Instagram and TikTok. They first brought their audiences into the event, building excitement and social proof, before shifting to product-focused content that demonstrated the range and drove consideration.
04
Seeding box
We sparked social buzz with personalised influencer seeding. Inspired by the OOH stunt, each box revealed its message in a mirror and featured the creator’s name on the serum. Designed for discovery and sharing, the experience generated organic content across social channels.
05
Cases
Cases