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A triptych of vertical billboards featuring three different women showing their armpits in a subway setting. The captions include "There are no wrong armpits," "Troubled by stubble?" and "Pit peeve?". Below them, a central billboard displays the Dove logo and the campaign slogan "Let's Change Beauty."

From Bold Concept to City-Wide Impact

Dove

Layouts Delivered

+446+0

Days

+4+0

Markets

+2+0

US + LATAM

Making Dove's body positivity message land in the heart of NYC Fashion Week.

A street-level view of two Dove campaign billboards above a subway entrance. The billboard on the left shows a woman in a denim vest with her arms raised on a train. The billboard on the right is white with the text: "6 in 10 of us admit to judging other women's armpits. Let's change that. #freethepits."
A wide-angle shot of large outdoor billboards in New York City for Dove's "#freethepits" campaign. The left panel features a white background with text about the judgment of women's armpits, while the right panels show two diverse women in a subway car with their arms raised, showing natural armpit hair. The text reads "The Pits of NEW YORK.
A clear shot of two side-by-side billboards. The left panel displays the Dove logo and the campaign hashtag #freethepits. The right panel shows a woman with an afro hairstyle wearing a green top, holding onto a subway pole with her arm raised, revealing natural underarm hair.

The Challenge

Fashion Week in New York City brings intense scrutiny to every detail—including what women feel about their bodies. Dove wanted to flip the script on underarm beauty standards with "The Pits of New York," a campaign designed to champion body confidence when it matters most.

The ask? Launch bold, high-impact out-of-home ads across Times Square and subway stations during the city's busiest fashion season—and do it fast. The challenge wasn't just capturing attention in one of the world's most cluttered advertising environments. It was making sure Dove's message resonated authentically with women navigating the pressure of Fashion Week, all while delivering 446 unique executions in just four days.

A low-angle corner view of a building covered in Dove's "#freethepits" advertisements. Multiple models of different backgrounds are shown with their arms raised in subway-themed photography. The display wraps around the building, emphasizing the campaign title "The Pits of NEW YORK."

The Solution

We didn't just adapt creative—we made sure every execution earned its moment. Working hand-in-hand with Dove's creative team, Tag Americas coordinated across LATAM and US markets to localize Dove's key visuals for 446 distinct OOH placements. Each layout was tailored to its specific context, ensuring the message hit with the same force whether someone saw it in Times Square or on a downtown subway platform.

Speed and precision were everything. Our cross-regional teams worked in sync to maintain brand consistency while meeting an aggressive four-day turnaround. And because this campaign lived both on the streets and online, we integrated the #FreeThePits social hashtag directly into every execution, turning physical placements into conversation starters that drove organic engagement and user participation.

A triptych of vertical billboards featuring three different women showing their armpits in a subway setting. The captions include "There are no wrong armpits," "Troubled by stubble?" and "Pit peeve?". Below them, a central billboard displays the Dove logo and the campaign slogan "Let's Change Beauty."

The Results

Dove owned the conversation. "The Pits of New York" dominated premium OOH locations across NYC, sparking widespread public discussion and social media buzz around underarm confidence and redefining beauty norms. The campaign positioned Dove as a leader in body-positive messaging, reinforcing the brand's long-standing commitment to inclusivity.

From concept to street-level impact, we made it land. 446 layouts. Four days. One powerful message that stopped New Yorkers in their tracks and got them talking.

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