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Dove Interactive Cinema Ad in Brazil
Ogilvy & Mather Brazil2007/08/17
Advertising agency Ogilvy & Mather Brazil wanted to promote Dove's new line of soap products. Movie theatres came up as the perfect medium, YDreams" interactivity as the right solution.
The campaign starts out as a regular cinema ad but towards the end of the video the soap lathers and scatters foam bubbles over the screen. Next people are watching a live feed image of themselves and a voice prompts them to wave their arms in the air to interact with the bubbles. Without ever leaving their seats the audience can use their hands to burst or volley the virtual on-screen bubbles.
This was the first time this type of interaction was used in Brazilian cinemas. The wow and surprise factors were tremendous, with considerable media exposure and people asking if the movie they were about to see had "the Dove bubbles thing".
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