Campaign details

Brand: Dove
Client: Unilever
Agency: O&M London

Summary

While most brands aim to reflect culture, Dove's job is to change culture.

While most brands search for a human truth, Dove's job is to alter that truth.

And while some brands might try and break the rules, Dove changes the rules of the game.

So planning on Dove is a little different.

The elusive 'insight' becomes 'What do we want the truth to be?' rather than simply 'What is currently true?'

The result? Sequential paradigm shifts that challenge and ultimately shift the popular narrative in a different direction.

A planner on Dove is therefore someone who is dissatisfied with culture.

Here's how we've changed it.

The Overton window is the range of ideas the public will accept. An idea's viability depends mainly on whether it falls within this window.