The brand staged a “station domination,” taking over the ad space and turnstiles in the high-traffic 42nd Street Times Square, 34th Street Herald’s Square and 14th Street 8th Avenue subway stations.
Visitors to the pop-up received a MetroCard good for two rides and a Dove “Pit Kit” filled with a mini deodorant and fact sheet, a battery-operated fan and a compact mirror.
The brand also partnered with several influencers to promote pit empowerment, including model and content creator, Remi Bader, who stopped by the activation to take photos with fans and hand out kits.
“This campaign is a continuation of Dove’s commitment to make a positive experience of beauty accessible to all and liberate women from underarm inhibitions, helping them be beautifully self-conscious and able to freely participate in life,” said Chandan.
