Dove
The Wake Up Call
Role: Concept, Art Direction, Copy
Instructor: Gio Serrano
Partner: Hyereen Nam
Instructor: Gio Serrano
Partner: Hyereen Nam
Harassment is everywhere- yet still ignored.
Dove champions real beauty — but 97% of women face harassment before they even feel it.
So we used AI and real-time media to expose what’s been ignored
and protect confidence at its root.
Dove takes over all the LED billboards in the city
to give alerts of harassment from women written and heard online and offline.
The Wake Up Call Archive also collects the harassment live,
and the billboard alerts whenever there are new harassment updates in the archive.
The AI keyboard prevents further harassment
by correcting or persuading people whenever they write harassing texts.