DOVE MEN + CARE HAIR RAISING BILLBOARD

TitleDOVE MEN + CARE HAIR RAISING BILLBOARD
BrandUNILEVER PHILIPPINES INC.
Product / ServiceDOVE MEN + CARE
CategoryA01. Art Direction
EntrantUNILEVER PHILIPPINES Taguig City, THE PHILIPPINES
Idea Creation OGILVY PHILIPPINES Makati City, THE PHILIPPINES
Production OGILVY PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Lito Gemora Ogilvy Philippines Creative Director
Ow Fajardo Ogilvy Philippines Associate Creative Director
Jeff Stelton Ogilvy Philippines Senior Copywriter

Cultural/Context information for the jury

Most men who are not as particular about personal care as women, unless they see the problem, they won’t act on it. Dandruff has been the priority as it has visual indicators that cause legitimate alarm the moment it’s seen. However, this is not the same for hair fall. Most men don’t usually notice the gravity of the problem until it’s too late. By creating the Dove Men+Care Hair-Raising Billboard, an interactive billboard made of real hair— real hair fall, that is—the brand showcased the fact that men lose more than 100 strands of hair a day — that is, 36,500 strands in a year. This hair-raising experiential activation not only drove awareness for Dove Men + Care’s superior hair strength proposition but also managed to turn shock into concrete consumer actions propelling the brand to its fastest growth rate yet at 46% CAGR, exponentially overtaking total shampoo category.