Campaign details
Brand: DoveLead Agency: MindshareRegion: Vietnam
Strategy
Objective
In Vietnam, hairstyle is the ultimate form of self-expression. Due to the fear of being judged by the society, most of women restrict themselves from trying out any different hairstyle.
Target Audience
Dove believes in breaking the stereotypical standards of beauty and celebrates the uniqueness in each woman. The brand believes that “Your hair and... what you choose to do with it, is an expression of who you are...”
Creative Strategy
The brand wanted to stop the society from putting labels on women based on their...