Dove Men+Care Documents Fan Emotions During Men's World Cup

Dove Men+Care, in collaboration with Getty Images, documented real moments of emotion among fans during the quarterfinals, semifinals, and final of the FIFA World Cup 2026. The campaign, titled "Portraits of Care," captures expressions of joy, heartbreak, relief, and celebration.

Selected portraits will be displayed globally on digital out-of-home platforms and social media. The initiative aims to spark a broader cultural conversation about the acceptance and significance of men's emotional expression. "Football is one of the few places where men's tears are met with celebration instead of judgment," stated Louis Piereck, Global Head of Brand for Dove Men+Care.

The campaign uses the intense emotional moments from the tournament as a springboard for discussing the power of emotional expression. The photographs depict fans at watch parties and public gatherings. By showcasing these moments widely, the project encourages viewers to consider why men's tears are celebrated in sports but often judged elsewhere.

Following the tournament, the "Portraits of Care" campaign will continue on Dove Men+Care's social media channels. Images will be paired with stories and conversations exploring the emotions behind them, aiming to encourage embracing moving moments and expanding understanding of authentic self-expression.

Dove Men+Care is a men's grooming line manufactured by Unilever and launched in 2010. The brand seeks to break down stereotypes about how men care for themselves and others, promoting the importance of care through cultural initiatives.