Dove Self Esteem Project - Superbowl

Dove x Super Bowl: The Self-Esteem Project

The Super Bowl is one of the biggest cultural moments of the year, yet female athletes—especially young girls—are often left out of the larger conversation around sports, confidence, and self-worth. Dove saw an opportunity to empower young female athletes by reinforcing the message that their strength, achievements, and individuality are worth celebrating.

The Challenge: The goal was to create an immersive, engaging experience that helped girls see themselves as powerful, capable, and beautiful on their own terms, while also reinforcing Dove as the leading brand in body confidence and self-care.

Client Dove
Year 2025
Role Associate Creative Director

The Big Idea: Dove invited young athletes to step into their power through the Confidence Card experience, allowing them to see themselves as champions. By combining custom trading cards, mentorship opportunities, and interactive brand engagement, the activation provided an inspiring and tangible way for girls to celebrate their confidence—both on and off the field.

The Experience
Confidence Cards Booth – Girls created personalized trading cards featuring their name, photo, and an empowering message based on six body-positive prompts.

Photo Booth Moment – Participants posed in a Dove-branded photo booth, capturing their strength and individuality to be featured on their Confidence Cards.

Mentorship & Support Wall – Guardians, coaches, and parents were invited to participate as MVPs, reinforcing the role of mentorship in building young athletes’ confidence.

Walmart Product & Education Wall – Dove showcased body-positive beauty products alongside QR codes for seamless purchase and self-esteem resources for families.

7th Ward Community Activation with Serena Williams – Beyond Walmart, Dove expanded its impact with a grassroots activation in the 7th Ward of New Orleans, featuring Serena Williams. This event highlighted the importance of representation in sports and mentorship, reaching even more young girls and their families

Impact
Engaged over 724 participants, with 103 custom Confidence Cards created. Drove community impact, with 55 mentorship sign-ups and 12 youth enrollments for local sports programs. Strengthened Walmart’s position as a go-to retailer for body-positive beauty products. Expanded Dove’s reach into local communities, reinforcing its commitment to self-esteem beyond traditional brand activations. This activation wasn’t just about the Super Bowl—it was about creating real, lasting impact for young girls, showing them that confidence is their greatest strength.