Define beauty… Dove | Campaign for Real Beauty. The renowned Dove campaign (now celebrating is 10th year anniversary) was conceived after market research indicated that only 2% of women consider themselves beautiful. The campaign’s mission is to to create a world where beauty is a source of confidence and not anxiety. The first phase of the campaign focused on a series of billboard advertisements, initially put up in the UK and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Annie Leibovitz. The ads invited passers-by to vote on whether a particular subject was, for example, “Fat or Fab” or “Wrinkled or Wonderful”, with the results of the votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements and print campaign was the publication of the “Dove Report”, a corporate study which Unilever intended to create a new definition of beauty which would free women from self-doubt and encourage them to embrace their real beauty. One of agency Ogilvy & Mather’s many innovative campaigns which have enjoyed well deserved accolades and impressive results for its client. Beautifully done…