Entertainment is what people look for when they go to the cinema. Due to this principle, a new interactive action was created to relaunch Dove soap. The action took the audience inside the Big Screen, where they could play with the bubbles produced by the soap. The interaction surprised the public and showed that Dove is really not a common soap.

The creative solution was to take the interactivity of online campaigns to cinemas.We had to travel from brainstorming to the actual Dove interactive launch in cinemas. This was due to the fact that the action was unheard of in Brazil. We teamed up with YDreams to develop the YVision software that enables the audience to interact with the screen.The YVision software allowed people (those sitting on specially designated Dove seats, identified by an exclusive cover) to interact with the Dove film without getting up. People’s images were projected on the screen so that they could freely play with the bubbles.The Dove Interactive Project enabled an innovative and unique interaction with the brand, while also offering great potential to generate PR and buzz marketing. The action took place at Rain Digital’s Cinemas in São Paulo and lasted four weekends, from August 17 until September 19, 2007.

It was an opportunity for the brand to discover an alternative to conventional 30-second films and sample distributions to promote its products.The action impacted more than 12 thousand people in four weekends, and was mentioned in several means of communication. People arrived at the cinemas asking for "Dove’s Bubbles".