Campaign details
Brand: DoveAgency: Ogilvy
Executive Summary
As an iconic, purpose-lead brand Dove have always sought to make real beauty a source of confidence not anxiety, a POV mimicked by brands. To move the beauty confidence narrative on, we needed to give it new meaning, redefining our cultural enemy.
When the global pandemic hit, Dove committed $7.5m globally to support frontline healthcare-workers. We suddenly had to raise awareness of this whilst staying true to our beauty purpose.
With politicians trying to instil confidence, we observed a more valuable attribute in the healthcare-workers who risking their lives everyday:...