Dove Hair · United States, United Kingdom · 2026Social · OOH · Film · Experiential
Dove r/eal reviews.
Dove turned permissioned Reddit reviews of its hair mask into advertising, retaining criticism alongside praise.
- Brand
- Dove Hair
- Agency
- DAVID London
- Market
- United States, United Kingdom
- Region
- Global
- Year
- 2026
Campaign images
The challenge
The brand wanted people to judge its hair mask through credible customer experiences in a category crowded with polished endorsements.
The idea
Dove published the first 50 reviews it received permission to use without editing them. Films protected contributors' identities with Reddit avatars, while outdoor work and a New York pop-up brought the reviews into public space.
Results
- Dove's LIA entry reports more than one billion earned impressions.
Case study source: London International Awards (LIA) Source ↗
Awards
- LIA 2026Creators & Social PlatformsGrand Prix
Credits
- Client
- Unilever
- Lead creative agency
- DAVID London
- Additional agencies (LIA credits)
- DAVID Madrid · Ogilvy London
- Digital partner
- AKQA
- Media
- Mindshare · WPP Media
- Executive Creative Directors
- Selma Ahmed · Genevieve Grandsen
- Production
- Imposter · WPP Spain
- Directors
- The Kummerl Twins
- Post-production
- deSeif
