Campaign details
Brand: DoveBrand owner: Unilever Philippines, Inc.Lead agency: Ogilvy & Mather PhilippinesContributing agencies: Bridges, Mindshare, 1DMGMarket: PhilippinesIndustries: Hair careMedia channels: Online video, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
Every day, TV ads, billboards and online content from hair brands glorify women with long, straight black hair, reinforcing it as the dominant beauty standard. Meanwhile, society continues to attach negative biases to any other hair style (e.g. short hair is masculine; curly hair...