A three stage graffiti style campaign was designed.  The first week, the print adverts were augmented with a symbol of a dove.  The second week, the original dove was removed and replaced by the Dove logo.  The third and final week, the complete Dove Logo (including the name of the brand) appeared in banner style overlaying part of one of the panels.  The placement of the dove and Dove logo could work on any or all of the individual adverts.