2015 Winners & Shortlists

Creative Execution

Dove Smile Alarm Clock made women wake-up with a smile every day. To stop the alarm, all they had to do was smile at the phone. The app detects their smile using the front camera. It also offers much more: tips customised to the day's weather, a helpline to consult Dove Hair Experts and of course, product suggestions and updates.

In just the first few months, the app has seen nearly 15,000 downloads in total across both platforms. In addition, almost 500 queries were sent to experts through the app. And on a note of flattery, it sparked-off a new trend of smile alarm mobile apps.

Dove wanted to launch its Hair Therapy range for women, with the promise: Wake-up to good hair every day. As part of its digital integration, it required a long-term mobile platform. The challenge was to make it interesting enough for women in the region to download and use it every day. When women wake-up to good hair every day, smiles come naturally. Since Dove Hair Therapy makes this possible, we created a unique alarm clock that works with their smiles.