Hello Underarms

Who knew underarms could be such a big deal? But for many women and girls, they still come loaded with pressure, expectations and endless unwritten rules about how they should look.

We were tasked with tackling that taboo head-on by launching Dove Deodorant’s first-ever purpose campaign, ‘Hello Underarms’ #ArmsUp. From capturing underarms on rollercoasters to bedazzling them at festivals, the platform celebrated underarms in all their forms, instead of treating them like something to hide.

To launch the campaign, we introduced the world to over 30 real women, featuring shaved, tattooed, glittered and completely natural underarms, all with one simple message: your underarms, your choice. The campaign launched across the UK, Argentina and Brazil.