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REAL BEAUTY SKETCHES

basics
Industry: Beauty & Health
Media:Promotion & Event
Market:Brazil
Language:English
Style: Minimalism
descriptioncnen
Brief Explanation
The biggest barrier to women feeling beautiful is their own self-perception. We needed to prove women wrong about their own self-image. We needed to reveal their real beauty to them.

Describe the brief from the client
As the brand that fights for women’s self esteem, Dove wanted to make women feel better about themselves. Only 4% of women believe they’re beautiful. How could we prove to the other 96% that they are more beautiful than they think?

Design Process
We called an FBI-trained sketch artist, known for using a Compositure™ Methodology with crime eyewitnesses. He interviewed women hidden behind a curtain and used their self-descriptions as the basis of his drawings. One drawing was based on a woman’s own self-description and the second on a stranger’s description of the same woman.
To close, we held an exhibition comparing the sketches. Women admitted that portraits based on the strangers’ descriptions were more beautiful, happier and more accurate than the portraits based on their own descriptions.

The sketches revealed to the world the striking proof that women are more beautiful than they think.

Results
With only 10 days:
• 3 Billion media impressions generated (all original stories)
• The Today show, Good Morning America, NBC news
• New York Times, The Guardian, Forbes.com, The Telegraph, Huffington Post, The Independent.
People didn’t just follow it, we provoked people to get involved:
• The most shared article in the history of mashable.com
• Responsible for more than 90% of the video content shares
All of which took the brand’s relationship with people to new heights:
- 14,368% increase in daily rate of tweets about the brand
- 4.3 million clicks through to the Dove site
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Art Director:
Illustrator:
Account Supervisor:
Advertiser's Supervisor:
Planner:
Production Company:
Producer:
Director:
Other credit:Account Director: Ricardo Honegger/Thiago Lima
Head Of Client Service: Valeria Barone
Head Of Digital: Daniel Tartaro
Project Manager: Wagner Gomes
UXD: Pablo Moura/Fred Celestino
Sound Mix: Sam Casas/Lime Studio
Color Grading: Sean Coleman/Company 3
Editorial Grading: Paul Kumpata/Rock Paper Scissor
Online: A52 Staff/A52
awards
Cannes Lions International Festival of Creativity 2013
Silver Design
Print and Poster Ads
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