Dove and Ogilvy unveiled a new out-of-home campaign in the early hours of New Year’s Day, framing the Dove Beauty Bar as an integral part of celebratory nights out—specifically, as part of the end-of-night ritual of washing up before bed.

The first execution was New Year’s Eve specific, with the Beauty Bar appearing among gold confetti and curling ribbon. The “Unready for Anything” campaign will continue throughout the year, with executions tied to various celebratory occasions.

The work was created by Ogilvy New York and Ogilvy UK, with Sandro Miller handling the photography. It launched in locations including Times Square in New York and Leicester Square and Carnaby Street in London. Mindshare handled the media.

“‘Unready for Anything’ connects with the simple joy of unwinding after a special moment, big or small,” said Mele Melero, chief growth officer for Dove Personal Care North America and Dove Masterbrand. “It’s about that comforting feeling of washing away the day with the Dove Beauty Bar, a moment of self-care and reflection after a day or night well-lived.”

“This campaign isn’t just about cleansing; it’s about capturing the joyful reality of life in all its vibrant, unfiltered beauty,” said Camilla Clerke, global executive creative director for Unilever at Ogilvy. “We’re finding beauty in those ‘unready’ moments, showcasing the remnants of celebration—the glitter, the confetti, the smudged colors—as a testament to experiences lived fully.”

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