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02 17 14
Dove | Selfie. Can a selfie define one’s sense of beauty? That is the question Dove sets out to answer in a documentary short film which premiered at the 2014 Sundance Film Festival. “Selfie” marks the 10th anniversary of Dove’s “Campaign for Real Beauty.” Ogilvy deserves all the accolades very smart (and award-sinning) work for the beauty brand. The timeliness, relevance and sharability makes this short film a perfect campaign extension and is sure to garner more recognition and a whole lot of clicks. Simply, beautiful…
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02 17 14
Dove | Kela on Real Beauty Sketches. 40 year old mother explains how the Dove Real Beauty Sketches social experiment was nerve wracking but exciting at the same time. And how it is magical to see someone that knows they’re wonderful and beautiful.
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02 17 14
Dove | Melinda on Real Beauty Sketches. 26 year old woman explains how the support that women can give each other is really important and transformative.
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02 17 14
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02 17 14
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…
