By John McCarthy

Dove is bringing digital screens with mounted cameras to shopping malls across the country to detect the colour of peoples’ clothing with the intent of proving that Dove deodorant does not stain clothing.

The campaign, masterminded by Kinetic, as part of Dove’s ‘100 colours’ campaign, uses interactive digital ‘6-sheets’ which have an outwards facing camera capable of detecting the dominant colour of an individual’s clothing. The screen will show a similarly dressed person spray deodorant without leaving a mark – on 100 different colours.

Each screen will then provide location-sensitive information about where consumers can purchase Dove from retailers including Boots and Read full story ›

Source: The Drum