Dove Men+Care – Care Force One

The Challenge

Dove Men+Care needed to build brand awareness among Gen Z consumers and sneaker enthusiasts by demonstrating product versatility in an authentic, culturally relevant way that bypassed traditional advertising.

The Strategy

Tapping into an existing consumer phenomenon, the campaign leveraged the insight that footwear enthusiasts were already using Dove beauty bars to clean their prized trainers. The agency turned this organic, real-world user behaviour into the focal point of a cultural brand strategy.

Execution and Innovation

Partnering with Gen Z icon Cam Wilder during the Nike "Dirty Triple Whites" shoe release, the team produced captivating ASMR content across TikTok and Instagram. The content demonstrated the cleaning power of the beauty bar in an entertaining, tactile format tailored specifically to sneakerhead culture.

Results

The initiative achieved exceptional brand exposure, generating over 10 million video views across social channels. Beyond consumer metrics, the campaign earned prominent press coverage in cultural outlets such as HYPEBEAST as well as high-profile features in marketing industry publications like AdAge.

Judges' Verdict

"Nice campaign based upon genuine cultural insight. Innovative use of products."