Compressed Deodorant

New Dove Compressed has the same amount of deodorant in a can that’s now half the size. But people don’t believe it – they assume that a smaller can means you get less. The brief was to overcome this perception.

We created a powerful illusion, dramatising the message that sometimes our assumptions are wrong. And what seems impossible is actually true.

We built an Ames Room

To challenge perceptions of Dove's New compressed can, we built an optical illusion room called an 'Ames Room'. It uses perspective to trick onlookers into thinking people are shrinking or growing in size. Here's how it works.