Throughout July, Unilever used state of the art colour-recognition outdoor interactive poster sites to celebrate the launch of Dove Invisible Dry deodorant and its “100 colours” campaign.

In the first use by a beauty brand, the digital 6-sheet outdoor campaign featured colour recognition technology developed by Grand Visual. When a user stood in front of the screen the technology identified and captured the dominant colour they were wearing. The application applied this to the creative on the screen – changing it to reflect the colour of the clothes worn by the person. The concept tied in perfectly with the Dove campaign to encourage women to be colour confident by using new Dove Invisible Dry deodorant. Each digital “D6” unit delivered location specific messaging, directing consumers to the local Boots store in that shopping centre.

The campaign was planned and booked by Mindshare and Kinetic and ran in key shopping centres across UK, including Bluewater, Lakeside, Trinity Leeds, Centre MK and the Bullring. The activity formed part of a wider digital out-of-home campaign that delivered reach in fashion environments and in close proximity to relevant retailers.

Callum Galloway, Dove Deodorant Brand Manager said, “It is very exciting to be working on yet another ground breaking activation to bring to life the Dove Deodorant Invisible Dry campaign. Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence.”

Dan Dawson, Creative Technology Director at Grand Visual added, “This innovative use of colour detection technology is a perfect fit with the campaign messaging talking about the product’s use on 100 colours. We delivered messaging tailored to the very clothes a person in front of the D6 screen was wearing, creating a fun, powerful and engaging experience.”

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SSE, the official energy partner of Glasgow 2014, features rising sports stars Jade Jones, Aled Davies, Michael Conlan, Eilidh Child and Craig Carfray in an outdoor advertising campaign to mark the Commonwealth Games from 23 July – 3 August, with the strapline “proud to support our athletes today”.

The dynamic digital out of home campaign will reach audiences nationwide in roadside, retail and airport environments, and calls on fans to back their home nations using twitter.

Fans are encouraged to tweet messages of support using the associated hashtags #GoEngland, #GoScotland, #GoWales and #GoNI. As the tweets increase, they will be dynamically fed by Grand Visual’s OpenLoop technology, in real-time, to the digital scoreboard, to record the nation receiving the most support during the Games.

The winning nation will receive funding for future sports stars from SSE.

The campaign — planned and booked by OMD UK and Talon, with production by Elmwood and Adam & Eve DDB, and digital technology by Grand Visual — will appear on outdoor digital and static sites at Trinity Leeds, Oracle Reading, Birmingham Bullring and Bluewater Kent; Edinburgh, Liverpool and Belfast Airport through JCDecaux, Clear Channel, Ocean and Eye.

Richard Evans, Business Director at OMD UK said:

“Outdoor represents a fundamental pillar of our Glasgow 2014 strategy; delivering strong impact and making sure that each of the home nations are fully aware of SSE’s support for the games”.

This weekend Entertainment One launched an interactive Mother’s Day campaign that ran as a domination on Ram Vision’s iconic screen at Glow Bluewater. The campaign encouraged passersby to Tweet Mother’s Day messages to #BreakingDawnMum to see them on the big screen.

The live Twitter wall scrolled through the latest Mother’s Day Tweets and announced the arrival of The Twilight Saga: Breaking Dawn – Part 1 on DVD and Blu-ray. The interactive content was interspersed with the film trailer and DVD pack shot which directs customers to the HMV store.

The campaign was created by GV Film and produced by Grand Visual, with live Twitter moderation and delivery through OpenLoop. The live element was supported by an experiential team from Staffwarehouse who handed out postcards and T-shirts to shoppers and encouraged them to get involved in the campaign by Tweeting their Mother’s Day messages.

Over the weekend the campaign was seen by more than 260,000 people at Bluewater, generated hundreds of heartfelt Tweets, and achieved a 25% sales uplift for HMV on Breaking Dawn DVDs– significantly higher than average sales across the HMV Group.