Dove Intensive Repair Treatment | White Rooms
The world’s most beautiful hair tests.

​​SOCIAL FILMS 

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THE BRIEF

Create a series of films demonstrating the benefits of Dove Intensive Repair Treatment Mask. 

THE STRAT

Dove’s Intensive Repair Treatment Mask works. It de-tangles, de-frizzes, smoothes and rehydrates. Problem is, there are lots of other products claiming to do the same thing. And proving it with hard-hitting hair tests. So how do we stand out from an overcrowded market? Luckily, Dove has a unique visual asset: Real women using products in clean, white spaces.

THE CREATIVE

We used this pure, white space to create the world’s most beautiful hair tests. Four stunning films that live perfectly together but differ just enough to demonstrate the four key features of the product. We called them the White Rooms. 

THE RESULTS

More women started using the hair mask than ever before. It also helped elevate a wider campaign we created called #BetterEveryDay which pulled like a train - a lovely, smooth frizz-free one.