All Body Billboard

A visible and provocative creative solution to all-body care.

VML Argentina's campaign for Dove Men+Care opted for a disruptive strategy to launch All Body Deo, its new all-body deodorant – transforming the city of Buenos Aires into a living communication platform by integrating its messaging with other brands' billboards at key points in the city and turning OOH into a bold demo of all-body deodorant that sparked online attention.

The premise was as clear as the product itself: if All Body Deo can be used on any part of the body, its message could also appear anywhere in the city. Instead of competing for more ad space, we decided to engage with the spaces that were already there and redefine them

Rafa Quijano

Chief Creative Officer de VML Argentina

The core challenge for Dove Men+Care was to redefine the male personal care category with its All-Body Deo, shifting consumers from a traditional "underarm-only" mindset to embracing full-body freshness. This required an unprecedented media approach to achieve high impact and virality on a modest budget, amidst significant advertising clutter. The brand needed to creatively leverage existing urban infrastructure to disrupt established norms and grab attention, transforming a marketing necessity into a public conversation about comprehensive personal care, and demonstrating how media itself could be the message for this innovative product.

“All Body Billboards” turned existing OOH ads into the medium itself. By adding hyper-realistic lower body extensions to current billboards—including competitors’—the campaign physically transformed incomplete male images into full bodies. This simple but striking intervention hijacked media space, disrupted expectations, and created a bold, unavoidable visual statement about all-body care. Instead of adding new ads, the idea repurposed what was already there, making the execution itself the message and delivering a highly visible, scalable, and provocative creative solution.

“All Body Billboards” delivered strong results across brand and cultural metrics. The campaign generated +2.3M social impressions, exceeded reach targets by +197%, and achieved over 7M in earned media reach. Its viral spread showed strong resonance in Buenos Aires. By completing male figures, the idea shifted attitudes toward full-body deodorant use, normalizing broader grooming habits. It also strengthened Dove Men+Care’s brand perception, positioning it as innovative, relevant, and culturally sharp, increasing consideration and preference among its target audience.