Dove: Real Beauty Sketches
Agency: Ogilvy Brasil São PauloAdvertiser: UnileverBrand: DoveCountry: Brazil
This case study was most read on Warc in 2015. Read other popular content on Warc.
Only 4% of women believe they're beautiful. How to inspire the other 96% to feel the same?
A decade after Campaign for Real Beautystarted Dove wanted to modernize its mission. In a radical strategic shift, Dove evolved the social debate beyond beauty stereotypes to address the new enemy to feeling beautiful — a women's inner beauty critic. The goal was to...