Compressed Deodorants - Dove

New Dove Compressed has the same amount of deodorant in a can half the size. But people don’t believe that – they assume that if it’s a smaller can, you get less. The brief was to overcome this false perception.
We created a powerful illusion, dramatising the message that sometimes our assumptions are wrong. And what seems impossible is actually true.

BUILDING AN OPTICAL ILLUSION

To challenge the public’s perceptions of Dove’s New compressed can we built an optical illusion room, called an ‘Ames Room’ that uses perspective to trick onlookers into thinking people are shrinking or growing in size. Here’s how it works.