This Interactive Dove Ad Reinforces That Beauty is Amplified with a Smile
Laura McQuarrie — July 23, 2014 — Marketing
References: dove.us & digitalbuzzblog
This Dove ad takes the form of a mirrored installation that has people step up to it and smile. However, there's a catch—no sultry pouty faces, or duck face poses are allowed, as the camera will only snap a photo if your grin is big enough.
This encouraging installation combats the idea of looking in the mirror and seeing only things you don't like, as the mirror asks "When did you last smile to yourself in the mirror?" With a big enough smile, the camera will take a photo and then moments later, the booth will print out a photo of your toothy grin. Although some people are self-conscious about their smiles and bodies, this is a wonderful way to demonstrate that when you look in the mirror, you're already looking beauty in the face.
This encouraging installation combats the idea of looking in the mirror and seeing only things you don't like, as the mirror asks "When did you last smile to yourself in the mirror?" With a big enough smile, the camera will take a photo and then moments later, the booth will print out a photo of your toothy grin. Although some people are self-conscious about their smiles and bodies, this is a wonderful way to demonstrate that when you look in the mirror, you're already looking beauty in the face.
Trend Themes
1. Smile-activated Cameras - Advancement of smile recognition technology for interactive installations and social media opportunities.
2. Positive Body Image Campaigns - Campaigns that embrace natural beauty and self-love through interactive and positive messaging.
3. Experiential Marketing - Companies investing in installations that incorporate new technologies to create interactive and memorable experiences for consumers.
Industry Implications
1. Marketing and Advertising - Opportunities for companies to invest in interactive and engaging marketing campaigns that promote positive and empowering messages.
2. Technology - The development of smile recognition technology can create new opportunities for companies to utilize this technology in marketing, health, and security industries.
3. Beauty and Personal Care - Industry can invest in campaigns that promote natural beauty and self-love as a way to promote their brand and products as part of a positive and empowering messaging.
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