To support the launch of Dove’s refillable deodorant, JCDecaux has turned urban furniture into a life-size deodorant stick. Made up of 3D-printed components and carefully painted, it faithfully reproduces the visual codes of the Dove stick, from the logo to its rounded shape.
A clever mechanism on a tram shelter also allowed the stick to move up and down to reveal its refill. This staging made the “rechargeable” gesture tangible, highlighting the benefits of the reusable product to passers-by. A XXL stick was even installed in the very heart of Amsterdam, in the middle of a busy street. Visible from afar, it became an urban landmark and drew in passers-by, who stopped to look at and photograph the installation.
