An advertising campaign from Kinetic Active to promote Dove's Invisible Dry deodorant is delivering viewer-specific interactive content to drive its 'colour confidence' message.

Using JCDecaux's six-sheet network in UK shopping centres, the campaign uses a screen's image recognition software to recognise the primary colour on a viewer's clothing, which it then applies to the on-screen creative content.

"It is very exciting to be working on another ground-breaking activation to bring to life the Dove deodorant Invisible Dry campaign," states Callum Galloway, deodorants brand manager at Dove. "Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence."