For Gen Z, music is a form of self-expression and cultural currency. And within these moments of collective joy, one universal truth emerged from over 56 million TikTok users: concert-goers need deodorant. Dove recognized an opportunity to engage Gen Z by solving a real, relatable problem in a space they care about.
Dove made its debut in the live music scene with an electrifying Boiler Room event in Bushwick, Brooklyn, featuring Sofi Tukker. The momentum continued with an interactive ticket scavenger hunt that sent fans chasing Charli XCX concert tickets across Minneapolis, Austin, Chicago, and NYC, turning social buzz into real-world movement. The campaign then hit a major milestone with an extension at Lollapalooza, solidifying Dove’s place in the cultural conversation by showing up at one of the biggest music festivals in the world, right where Gen Z lives, dances, and sweats it out.
Visually, the campaign leveraged a clean graphic wordmark paired with the iconic Dove bird, evolving with each campaign touchpoint. This flexible identity system absorbed the aesthetic of every collaboration... from Sofi Tukker’s vibrant energy to Charli XCX’s brutalist pop appeal.
The results spoke volumes: the launch with Sofi Tukker garnered over 3,000 new Reddit followers, 700K+ views. The Charli XCX touchpoint got a co-sign from Charli XCX herself, who reposted the campaign featuring Dove’s Whole Body Deodorant reaching millions of fans. Finally, the Lollapaolooza Hot Seats pop-up earned 5.25B editorial and 3M social impressions. According to brand lift results, 86% of live music fans like or love Hot Seats. But more than the numbers, Dove turned a sweaty truth into a cultural movement, one that made freshness feel fearless, confident, and unapologetically cool.
relationship with his father. In doing so, Jake explains that being a good father starts with setting an example for how to live, and how to dress. By choosing a celebrity father with a young adult son, we were able to target Hugo Boss's two largest demographics.
For Gen Z, music is a form of self-expression and cultural currency. And within these moments of collective joy, one universal truth emerged from over 56 million TikTok users: concert-goers need deodorant. Dove recognized an opportunity to engage Gen Z by solving a real, relatable problem in a space they care about.
Dove made its debut in the live music scene with an electrifying Boiler Room event in Bushwick, Brooklyn, featuring Sofi Tukker. The momentum continued with an interactive ticket scavenger hunt that sent fans chasing Charli XCX concert tickets across Minneapolis, Austin, Chicago, and NYC, turning social buzz into real-world movement. The campaign then hit a major milestone with an extension at Lollapalooza, solidifying Dove’s place in the cultural conversation by showing up at one of the biggest music festivals in the world, right where Gen Z lives, dances, and sweats it out.
Visually, the campaign leveraged a clean graphic wordmark paired with the iconic Dove bird, evolving with each campaign touchpoint. This flexible identity system absorbed the aesthetic of every collaboration... from Sofi Tukker’s vibrant energy to Charli XCX’s brutalist pop appeal.
The results spoke volumes: the launch with Sofi Tukker garnered over 3,000 new Reddit followers, 700K+ views. The Charli XCX touchpoint got a co-sign from Charli XCX herself, who reposted the campaign featuring Dove’s Whole Body Deodorant reaching millions of fans. Finally, the Lollapaolooza Hot Seats pop-up earned 5.25B editorial and 3M social impressions. According to brand lift results, 86% of live music fans like or love Hot Seats. But more than the numbers, Dove turned a sweaty truth into a cultural movement, one that made freshness feel fearless, confident, and unapologetically cool.
design direction, art direction, experiential design
experience, out of home, social, web