Dove: Choose beautiful
Agency: Ogilvy UK
Creative effectiveness
Dove is a different kind of beauty brand. It is a brand with a purpose - to encourage all women to realise their personal potential for beauty. It believes that beauty should be a source of confidence not anxiety.
Global research revealed that only 4%* of women would choose the word 'beautiful' to describe themselves. #ChooseBeautiful was a global campaign designed to do more than describe a purpose, or indeed directly sell product: it set out to prove that feeling beautiful is a personal choice and to help women make a different...