In a first for a beauty brand, Unilever used state of the art colour-recognition technology combined with interactive digital outdoor sites to celebrate the launch of Dove Invisible Dry deodorant.

For the “100 colours” campaign we developed colour recognition technology that, when a person stood in front of the screen, could identify the dominant colour they were wearing. The application then applied this colour to the creative shown on the screen – changing it to reflect the colour of the clothes the worn by the person. The campaign ran on JCDecaux D6 screens installed in shopping malls around the country, and each unit also delivered location-specific messaging, directing consumers to the local Boots store in that shopping centre.

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