Kinetic Active and Grand Visual reflect on colour innovation

Kinetic Active is launching a tactical campaign using state of the art colour-recognition 6-sheets this Monday (July 14) to celebrate the launch of Unilever’s Dove Invisible Dry deodorant and its ‘100 colours’ campaign.

The interactive digital 6-sheets, developed by Grand Visual, have a camera facing out from the screen. A system recognises a person stood in front of it, takes the dominant colour it sees and applies this to the creative, changing it to reflect the colour of the clothes the person in front is wearing. The concept ties in perfectly with the Dove campaign to encourage women to be colour confident by using new Dove Invisible Dry. Each digital screen delivers location specific messaging, driving consumers to the Boots store in that mall.

The JCDecaux 6-sheets will be installed in leading shopping malls across the country, including five key sites: Bluewater, Lakeside, Trinity Leeds, The Centre Milton Keynes and Bullring. The campaign, which will run until July 27, is part of a wider digital out-of-home campaign that is delivering reach in a fashion environment and in close proximity to retailers including Boots and Superdrug.

Callum Galloway, Dove Deodorants Brand Manager, said: “It is very exciting to be working on yet another ground breaking activation to bring to life the Dove deodorant Invisible Dry campaign. Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence!’’