Ogilvy UK and DAVID New York have created a new campaign for Dove that brings to life the brand's commitment to body positivity in a new way. Ahead of New York fashion week, the out of home campaign is displayed in ‘the pits of New York,’—appearing in the most trafficked NYC subway systems— and takes on the stigma around underarms, asking people to challenge their preconceived notions of the body part and, together, #FreeThePits.