Dove Men+Care – Care Force One

The Challenge

Dove Men+Care needed to authentically enter sneakerhead culture without feeling transactional, capitalising on consumer habits during major streetwear moments like the Nike "Dirty Triple Whites" drop.

The Strategy

Rather than inventing a new behaviour, the strategy fueled an existing organic trend: sneakerheads using Dove beauty bars to clean their prized shoes. The brand tapped into the "skinification of everything" to position Dove's cleaning power at the centre of footwear care.

Execution and Innovation

Ogilvy New York partnered with Gen Z icon Cam Wilder to produce viral, ASMR-style shoe-cleaning content across TikTok and Instagram. The swift activation was supported by custom media mailers and interactive GIPHY stickers to drive platform-native engagement.

Results

The campaign generated 10.2 million views across platforms, secured features in four major lifestyle outlets including HYPEBEAST, and earned industry recognition in AdAge.

Judges' Verdict

"The campaign successfully builds on an existing behaviour rather than inventing one, which makes the brand integration feel natural and believable."